Networked conversations in an intelligent market

Abstract

The paper recovers the text The Cluetrain Manisfesto (1999) with the aim to analyze how companies are positioning themselves regarding communication practices in a market more and more connected and, therefore, more intelligent. Based on research developed by the ESPM Media Lab, by means of the observation of conversational dynamics by companies on the web, we have systematized the main questions that revolve around the conversations between them and their public, particularly those that take place in social network sites.