The New Openness
Across industries, companies are struggling to determine how best to deal with the power that social computing gives customers to share with millions how they feel about a product. This new-found power in the hands of customers creates an openness of information (positive and negative) that is having a dramatic impact on the success of new products and overall company revenues.
A company can take four approaches to address this new openness: ignore, control, mimic or embrace. Of these options, embrace provides the greatest opportunity but requires the most change from the company. Enterprises that embrace this new openness and become truly open companies will realize greater economic returns than their competitors.