The new transparency

11/18/2008 | Fast Company magazine

Companies have to breed trust among consumers by discussing their products on popular social media sites, says John C. Havens, co-author of a book called "Tactical Transparency." "It's a fact: your brand is being discussed off of your main portal," he says. "If you do not have a voice in those places where your audience already is, people will wonder why you are silent and they also will wonder what you may be hiding."

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