A website, product or company has both karma and image. In a nut-shell:
Karma... | Image... |
---|---|
is what it is (product XYZ has cool features) | is what is communicated (“our product XYZ is cool”) |
is long term | is short term |
cannot accidentally implode over the weekend | can accidentally implode over the weekend (e.g. a company employee leaks an internal email showing the company in a very bad light) |
is sometimes confused with image, but never for long | is sometimes confused with karma, but never for long |
is immune to a “Freudian slip” | can be killed by a “Freudian slip” (e.g. the wrong words picked at a press conference) |
is often improved by outside criticism | is often hurt by outside criticism |
cannot be represented by a middleman (like a public relations agency) | can be represented by a middleman (like the PR agency) |
cannot be spun, but is sustainable | can be spun (but never loophole-free) |
can be improved by a product/ market expert whose feedback is acted upon | can be improved by investing in a press relations agency (but never loophole-free) |
is never a product of image | is sometimes a product of karma |
can spawn self-organized communities & helpers (“I love Kevin Rose and Digg, so I will spend my time helping discover new stories”) | needs constant supervision from the owner (“they hate Digg-clone Netscape.com, so they tried to abuse the system or hack it again today”) |
is more compatible with today’s communication tools and networks (Wikipedia, social networks, blogs, email, forums and so on) | is more compatible with old-fashioned communication tools and networks (press releases, commercials etc.) |
feels good | looks good |
needs honesty, reflection | needs budget, broadcasting |
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