Much of what sit out on the web is really what we can call “push out communication.”  I write; you read.  We often don’t see much reaction to it.  If marketers could figure out how to evaluate it correctly, we would probably have much more of this stuff because we could put a dollar sign on it.I’ve been very interested in the efforts at “reciprocal” communication.  We dialogue; we are changed by the interaction and create a memory.  The blog explosion is indicative of the interest in this.  Posts become  bait for comments and search engines and then we do what we can to encourage a dialogue.  If we post more, we get found more and get to claim our just rewards.  Brilliant!

The Harvard Business School Press has taken a different idea.  They are called discussions.  Brilliant!  By the way, they are all great reads.  One I especially enjoy is Marshall Goldsmith’s Ask the Coach.  His posts are answers to questions rather than comments to provoke a reply.  If you read carefully, you see that he also makes contact with the questioners outside of the blog posts.  Now that is truly BRILLIANT!