News & Opinions

The Wisdom of the Crowd – A Challenge and an Opportunity for Corporate Communications

On June 7, Fleishman-Hillard invited to the 2. Munich Marcom Round Table. The occasional event series launched successfully last year aims at customers, prospects, communication experts and friends of our agency. While the last Marcom Round Table dealt with the collaboration between agencies, companies and publishers we focused on opportunities and obstacles that unfold along with the new media and social networks this time.

Arne Klempert, Digital Director for Fleishman-Hillard, and Thorsten Feldmann, attorney-at-law specialized in copyright and media law who is based in Berlin, presented their thesis in short impulse lectures that the much quoted swarm intelligence does not exist on the web in the very sense of the word at all. Instead it is individuals who produce undulating movements, set trends and focus on topics or oust politicians from ministerial posts (catchword Guttenplag).

An additional insight of the evening: social networks offer lots of opportunities but should be considered with caution. Companies, for example, are consistently skating on thin ice if they share links, photos or videos with the community. There are many stumbling blocks, from copyright law all the way to personal rights that need to be considered to avoid legal consequences.

Together with around 30 participants, the speakers vividly discussed digital trends. The 2. Marcom Round Table received very positive feedback and the third of the series will presumably be held at the end of the year featuring a new topic. If you would like to join, please register for an invitation today. Just send an email to marcom-runde@fleishmaneurope.com.