Whurley the Evil Genius on Online Community Building

William Hurley, otherwise known as whurley, spent two hours with my communications team on Wednesday, sharing his very large and quasi-maniacal vision of crowdsourcing, online community building and autopoiesis (run to your dictionary, I didn’t know what it means either). And since we’re here to talk brand, just how do you build brand engagement online?

He reminded us again of the difference between control and influence. “People are afraid they will lose control of the conversation about their company,” he said, “But I tell them you never had control in the first place. If you drive them away from your forum they will go somewhere else and talk about you.”

Here are Jason Molin’s notes on the session.


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