Twitter's Ten Rules For Radical Innovators - Umair Haque - By Umair Haque | 9:26 AM June 5, 2009 Welcome to Twittermania.
First it was Oprah — now Ev and Biz are on the cover of Time. Is the hype justified? Yup: Twitter isn’t just changing how we communicate — it is changing how we innovate. Twitter is one of the world’s most radical management innovators. Getting Brand Communities Right. The Idea in Brief Hooray for brand communities—those groups of ardent consumers organized around a brand’s lifestyle (think Harley-Davidson devotees and Playstation gamers).
Brand-community members buy more, remain loyal, and reduce marketing costs through grassroots evangelism. But many companies mismanage their brand communities because executives hold false beliefs about how to use these communities to create value. For example, they believe companies should tightly control such communities.