Dialogue is everyday conversation between young people. Dialogue is out there whether you like it or not. Dialogue generates Earned Media and Innovation.
Creative Agencies mistake dialogue for “engaging” youth in conversation – believing a conversation with the brand is an evolution of the traditional Loudspeaker model. In reality it’s just a social media era manifestation of the model. Dialogue isn’t about brands and advertising but daily interests and events. Nobody wants a dialogue with your brand, they simply want you to help them connect with each other. Real dialogue means facilitating conversation between your customers (the Telephone model favored by Social Business) and requires a point-to-point or many-to-many rather than one-to-one approach to succeed.
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