The importance of the Cluetrain Manifesto

I am writing my bachelor thesis about “social media in concerns” for my study “information systems and management”. Currently I am creating a powerpoint slide about the reasons why a company should engage social media. I already investigated a lot about this topic, but i am not really satisfied with the reasons given. Some people say that that  the internet penetration rate (% of people who have their own internet access) plays a big role, other say its connected to the fact that other companies already spend a lot of money for social media (yes i am working for a european company and yes, this company was not one of the first who engaged social media 🙂 ).

After some time searching for the reason, why social media is so necessary nowadays, i found the cluetrain manifesto. Here are some points (out of 95 thesis) that belong to the most important in my eyes:

1. Markets are conversations.

6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

68. You want us to pay? We want you to pay attention.

In my eyes, the Cluetrain Manifesto clearly describes the change in the internet, or let us say, the online community is going on. The times, when a salesman could tell the potential customer what he liked, are long gone.
Today a potential customer googles about a product and he is going to find out, if it sucks, or not. Or he

What do you think? Is the cluetrain manifesto a leading argument for the companies to deal with social media? Or is it a long outdated, old web 1.0 relic?

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