Maximize shared understanding.

Wouldn't that be something? If businesses sought ideas from multiple sources – especially unconventional ones (like BLOGS!) that offer diversity and independence - and blended and synthesized them with their own internal ideas. Just think if they captured the company’s informal social network – the daily problems, challenges, and opportunities that their employees, partners, customers/clients, investors, et al face. Imagine if businesses let staffers and outsiders blog on company and product news from their site. I mean, actually listened, before a crisis, to the immediate feedback and responded. From real people they could co-create innovative solutions to complex problems. The Web has matured as a communications medium. It can deliver benefits not found anywhere. It's interactive, instantaneous, cost-effective and it offers the potential to precisely engage people inside and outside the business in a rich-dialogue to help everyone move forward. I like this post: Forget Influencing For A Minute, Be Influence-Able, Evelyn Rodriguez, "Marketers can focus squarely on influencing and tipping points and building buzz -- and forget a valuable part of the equation lies in being influence-able ourselves. If you focus solely on "getting the word" out, you totally miss out on the greatest competitive advantage of blogs."