We’ve had the pleasure of working with Robert Scoble and Rocky Barbanica when they were still with Fastcompany.TV around a couple of our clients in the cloud computing space. Now as bonafide ‘Rackers’ with their new employer Rackspace, a leading cloud computing hosting provider, the duo are embarking on building a new decentralized community of Internet fanatics called Building43. Scoble’s footprint as an uber power user of social media tools, mobile apps and web services will undoubtedly lend a 360 degree view that bodes well for the new vanguard online community. Increasingly, people all around the world have grown accustomed to working, communicating and sharing ideas, information, opinions, recommendations, etc., online — whether for work or socially. In the midst of this massive behavioral change underway, it’s vital to listen and respond to relevant conversations, debates, and perspectives on blogs, forums, Twitter, Friendfeed, etc. Scoble points out that it’s not just about getting your marketing message out there anymore; it’s about listening, interacting and controlling your online brand.
As PR professionals we agree and see tremendous value in engaging both our clients and ourselves in real-time conversations that are happening 24/7 through Twitter, FriendFeed, Facebook, etc. Over the past year, startups and the biggest brand name companies have begun to harness social media tools in order to stay connected with customers, employees and constituents online, pay attention to what customers, partners, and employees are saying, and be part of these conversations. If this is all new to you and perhaps moving too fast, or you don’t know where to start, we’ll point you to Scoble’s twitter @scobleizer, suggest subscribing to his friendfeed, or check out their upcoming Building43 online community. Arguably Scoble is one of the biggest early adopters and users of the ticker tape of web-based tools and mobile apps surfacing so just following him is a good step to staying in the know.