On Social Media, Most People Don't Want to Be Heard

ClickZ, 3/7/11

Say social media to business executives and many think squeaky wheels wreaking havoc on their brands and companies by broadcasting their complaints to the listening public. Contrary to what managers may think, most people aren’t actively contributing to the social media ecosphere. While it’s true that companies must monitor the environment to understand how the public views their brands and products, most participants are lurkers who take a voyeuristic approach to social media rather than composing a video like Dave Carroll’s United Breaks Guitars.

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