So, what should we be measuring here? What will Web 2.0 research gems look like?
On the surface, it’s an easy enough question to answer. Once the marketing objectives have been defined, then we’ll just go measure how well the brand tracks on those measures. Of course. You nut.
But wait a minute. That assumes you know what you’re trying to achieve in this space. More fundamentally, it assumes you know what brand equity in the Web 2.0 environment even looks like.
And this is the crux of the matter.
With Web 2.0, brand equity is, for the most part, defined by the community. Heavens – it’s even generated by the community.
That’s quite a shift for the way we think about marketing.