What's the Opposite of Navel-Gazing?

You’re familiar with navel-gazing, aren’t ya? When we concentrate so hard on ourselves that we begin to think we’re the center of the universe and neglect everything else around us? That’s the one.

But we’re starting to see the opposite happen. Even in mid-sized companies. Employees are blogging and on Twitter. They are making their own Facebook fan pages. They are navigating those social media and word of mouth streets and nobody at the top knows about it. Let me say that again: Nobody at the top knows about it.

Maybe it’s because it’s easier to ask for forgiveness than permission. Maybe it’s not worth the hassle and will turn into something that marketing “owns.” But I don’t know if that’s a good thing or a bad thing. Some companies are so focused on the outward that they aren’t utilizing those internal fans. In other words, they’re using social media and their version of WOM, but to them it’s just another tool to push messages out. It’s not authentic. It’s just another spoke in the marketing wheel.

It’s great to know what’s going on outside your doors. But companies that neglect the day-to-day efforts of their in-the-trenches internal fans do so at their own peril.



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