Building an Enterprise Digital Engagement System
Terence (Terry) Flynn, Jon Iwata, and Alan Marks
Historically, businesses have engaged their stakeholders primarily through intermediaries—through mass media (both earned and owned content) to broadly disseminate an enterprise’s purpose and point of view and build stakeholder support, complementing and reinforcing direct interaction with stakeholders (see Chapter 5, note 1). The enterprise’s communication function was largely in control of the earned-media dimensions of this engagement, managing it through discrete channels and utilizing push messaging to broad audience segments.1
Today, technology has upended these engagement models. Consider:
• More than 5 billion people use mobile ...
Get The New Era of the CCO now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
