TNN ch. 5 & 6

     Chapter 5 of TNN talks about the art of conversing in order to build relationships. The book explores in detail the key steps in order to do this. One of which is the importance of listening, by listening to users on the web you can get an idea of how people are reacting to your organizations decisions. Certain programs exist which enable internet organizations to do just this. My dad's company DBase Media uses a program which searches keywords associated with a particular client. In doing so he is able to tell what people are saying about that client and create a strategy in order to help the company react. Chapter 5 also discusses the type of engagement organizations experience. In this chapter an emphasis seems to be placed on the importance that the organization is "authentic" that means treating it as though it were a realistic friendship. You need to tailor a specific type of interaction rather than treating them the same as everyone else that you interact with. In doing so the client feels a personal connection and feels more of an obligation to support your organization. Chapter 6 of TNN talks about the importance of a company being "transparent", this means that all aspects of the company are viewable by an outsider. According to TNN in doing so the company becomes honest with itself and is able to reach a broader spectrum of individuals and organizations. The level of transparency demonstrated by the company is a reflection of the company's culture. TNN describes three categories which organizations fall under: The Fortress, Transactional, and Transparents. The Fortress as described by TNN refers to a company that reserves most of their information from the public, (such as government organizations). Transactional organizations are based on money, they base the majority of decisions on how it will affect the organization financially. Lastly are companies that are Transparents, these companies are referred to as "a glass house", this means that all information is available to the public and that nothing is withheld. By being transparent companies are able to more easily be found. This is especially important for organizations looking to reach a larger audience. With more information circulating around the web, organizations are more likely to be discovered than those that favor the Fortress method. This is especially important within this day and age with the use of S.E.O. (Search Engine Optimization). By utilizing these techniques companies are able to better market themselves to reach a broader spectrum of viewers and in turn become more successful.