333333; LINE-HEIGHT: 115%; FONT-FAMILY: Times New Roman,serif;">But there’s danger in this otherwise promising scenario. The problem is that social network analysis—automatic, real-time, effective–will become too popular. Enterprises will rely more and more on high-powered social-network-analysis models to divine market trends, segment the customer base, and tune their campaigns. As this approach gains adoption, companies will be tempted to pull back significantly from traditional outreach efforts—such as focus groups—that involve direct interaction with customers and other stakeholders.
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333333; LINE-HEIGHT: 115%; FONT-FAMILY: Times New Roman,serif;">It’s not that statistical models are inherently invalid. It’s just that they can become another layer of abstraction between you and your customers, preventing you from making personal connections with them and thereby securing their ongoing patronage and loyalty. Also, those models may crowd out the intuitional approaches you should use to gauge the cultural zeitgeist within which your business creates value.

Mein absoluter Lieblingssatz: “preventing you from making personal connections with them” – und damit eigentlich genau die Umkehr von “Social Networking” zu “Push Networking” und unpersönlicher Kommunikation. Mass Customization der Kommunikation als Mittel den gemeinen Kunden irgendwie handeln zu können. Die Perfektion der Automatisierung als Risiko ein Umkippen…

Schlusszitat: “Beware of sexy statgeists. “