DIY Consumer Engagement? I think not

On Wednesday, January 7th, Cisco Systems announced at the Consumer Electronics Show that it will launch Eos, a hosted software platform that allows media and entertainment companies to create, manage and grow online communities. Through Eos, Cisco has compiled technology tools and slapped on an easy to use interface to make building and customizing Web sites easy. But most importantly, it’s bundled into the software, technology that will allow media companies to build interactive Web sites so that fans can connect with musicians, TV shows, movies, or whatever brand a media company wants to promote. Warner Music Group is the first major media company to sign up for Cisco’s Eos service. The company is using the software platform initially to create Web sites for two artists, Laura Izibor and Sean Paul.

On the one hand, this seems like a brilliant idea because many companies do not listen nor understand the  conversations consumers have online about their brands. However, this seems very biased because alot of companies are going to be very quick to create product-heavy communities that will ultimately deter consumers from creating conversations about their brands on that page. Allowing brands to “monitor” consumer conversation is going to be very negative and not give the brands the correct feedback from consumers that they need. Consumers are not going to reveal their true feelings if they feel as if someone is watching over them, especially the brand.

So while I wish Cisco Systems the best in this venture, I believe the best way to engage consumers is through the creation of content that entices them to join the conversation.

For more information on Eos:
http://news.cnet.com/8301-1023_3-10133792-93.html?tag=newsEditorsPicksArea.0

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