The following article is excerpted from Everything You Ever Wanted to Know About Social Media But Were Afraid to Ask by Hillary J.M. Topper.
BusinessWeek Exchange is one of the most inventive, creative ideas to come along in a long time. It takes the idea of user in user-generated content and does something really interesting with it.
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It brings companies into the fold as users - presenting a unique and potentially controversial way of looking at contributed content. I believe we won't see the full impact of what BusinessWeek Exchange - and others to come - will have for at least the next year and probably the next 2 to 3 years. I factor blog networks from Fast Company, Wired and the like into this, too.
They're allowing CEOs (and other, usually C-level company people) to contribute to the dialogue as though they're reporters under the guise of a blog. Again, authority and influence changes with the title of the person writing. That is, when and if the user - meaning reader - realizes it, which they inevitably will.
-- Jennifer Lindsay,
Director of Digital Services and Social Media Evangelist
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