Jeff Jarvis, Associate Professor and Director of the Interactive Journalism Program of the Graduate School of Journalism at CUNY and author of Buzzmachine.com, speaks at Columbia Business School. He discusses the future of media and how it relates to business, including the successful rules of business used by Google, valuing the customer's input, and Twitter's influence on customer service.
Jeff Jarvis, a national leader in the development of online news, blogging, the investigation of new business models for news, and the teaching of entrepreneurial journalism, writes an influential blog, Buzzmachine.com. He is author of the books What Would Google Do?and Public Parts: How Sharing in the Digital Age Improves the Way We Work and Live as well as the e-book Gutenberg the Geek. He has also consulted for media companies including the Guardian, Digital First Media, Postmedia, Sky.com, Burda, Advance Publications, and The New York Times company at About.com. Prior to coming to CUNY, Jarvis was president of Advance.net, the online arm of Advance Publications, which includes Condé Nast magazines and newspapers across America. He was the creator and founding managing editor of Entertainment Weekly magazine and has worked as a columnist, associate publisher, editor, and writer for a number of publications, including TV Guide, People, the San Francisco Examiner, the Chicago Tribune, and the New York Daily News. His freelance articles have appeared in newspapers and magazines across the country, including the Guardian, The New York Times, theNew York Post, The Nation, Rolling Stone, and BusinessWeek. Jarvis holds a B.S.J. from Northwestern University’s Medill School of Journalism. He was named one of the 100 most influential media leaders by the World Economic Forum at Davos.
Traditional businesses favoring short-term gains over the long-term investments have yet to understand the power of social media. Professor Jarvis is absolutely right in underlining importance of “process” as oppose to preparation stage of lunching a product or service. Instead of allocating money for expensive marketing analysis, often it is much easier to listen to the customers’ complaints and suggestions through the new rich media channels and to develop new marketing strategies based on these reactions. Twitter is a great tool to get your message out as well as to collect feedbacks; professor Jarvis clearly shows how companies like Dell and Google benefited as early adaptors of two-way communication technique. These are two of the giants, but comparatively smaller start-ups, like Zappos for example, also made fortune by advertising customer service as the cornerstone of the company’s culture. Below is link to the Zappos CEO Tony Hsei’s secrets on building strong company’s culture
I really enjoyed this video. I think he made a lot of great point for someone who wants to market their brand on the web. I like how he talked about the importance of the consumer in this kind of business because I think he is right in that the consumer is what advertises a company now on the web, especially with how much social networking sites are blowing up these days.