From Monologues to Dialogues

The Internet has produced a shared power structure - - between the speaker and the audience. Historically, especially in the context of technology, the message and relationship between company and customer was one way. The communication flow was "Talk at" - - company to customer. The Internet, especially in the context of new platforms and social media, has produced a relationship that is two-way. "Talk with" is the new foundation of communication. "Talk with" produces a much more equable sharing of power between the two parties.

People's habits are ever-changing - - engineering in combination with marketing departments need to pay close attention to customers' ongoing discussions and behavior. Companies can try to guide customers to the forum or platform they believe has the best chance of helping their bottom line. Sometimes this will be over lunch or at a baseball game. Other times it will be on your blog or Facebook page. Ultimately, customers will choose which they prefer.