my 2 cents: "IMHO - mass marketing and conversational marketing (in the means of using social media for conversations) are just two ends of a spectrum. Whereas pure mass marketing is just as ineffective as a purely conversational approach is inefficient - because of the needed head count to make it effective. Therefore the true marketing is somewhere in the middle." - what are you thinking? - Bjoern Negelmann

Look at the "Power Law of Partizipation" - it shows how different types of media contribute to the marketing at all. There you can see the whole range from pure mass marketing to pure conversation. Companies need to find a relevant mix of media and a strategy how the choosen one's impact the productivity of the company. It's about the different ways clients get involved with the company and how you can use that. The organizing principle should be the lifecycle of a product, service or the company itself. - KMTO

But the "Power Law of Partizipation" just gives me an idea of how the participation grows - effectiveness in the article of Peter Kim means in the end driving sales - if your target group has a high grade of partizipation in your actions, but aren't converted to buying customers - the whole conversational thing might still be ineffective. - Bjoern Negelmann

Commented again on Peter's blog: http://www.beingpeterkim.com/2008... - Bjoern Negelmann