Unbound Spiral: Brian Solis On Skype Communications

August 21, 2007 04:08 PM

Brian Solis shares where Skype went wrong. Crisis Communications 2.0 - The Skype is Falling. Great post and a great pointer for a case study. Amuses me that he too uses the 1.0 type playbook paradigm. See my post "Outing Skype Communications".  Transparency is key. Real faces are key. Voices are key. Most PR companies don't get social media. Skype's should; it was built and sold on the basis of social media and community support. It was built on stories; by engineers who keep adding features and business development that created API's and new product classes. It was built "urgently" and it peaked when sold to eBay. Make no mistake Skype is still a great company; the technology fantastic, and core stories still strong. However the Brand means less today. Mind control and rationality will be beaten by the heart of social media every time.  When Skype really updates its home page to embrace community it may once again have the chance to move ahead.

Crisis Communications 2.0 - The Skype is Falling

In an almost frigid corporate acknowledgment of the obvious, the company said, "as a result of this disruption, Skype was unavailable to the majority of its users for approximately two days." It continued, "...we'd like to apologize and thank you."

While this is an apology, it really isn't representative of any form of culpability or reassurance that this won’t happen again. Basically we're left with a finger pointing game that blames Microsoft.


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When Skype really updates its home page to embrace community it may once again have the chance to move ahead.

Posted by: Stefan S. at September 4, 2007 6:52 PM