I have been talking about the Internet as the delivery mechanism for entertainment, information and communication. IJanice Caswell now also think of these as the core of the Corporate Social Graph (CSG). But I also I recently realized that I had left out one of, if not the most important elements that the Internet affords, which is interaction. When I talk about interaction within this context, I’m really talking about the maximum level of interaction a business can attain within entertainment, information and communication.

I don’t really feel the need to define entertainment and information. I do however understand that there is a lot of confusion about whether communication should be thought of as interaction. So I went to Merriam-Webster and looked up the definitions. At its most basic this is what I found.

Communication: an act or instance of transmitting

Interaction: mutual or reciprocal action or influence

There is an obvious difference. When companies set about creating their CSG they need to consider:

  1. how/where/when they should entertain
  2. how/where/when they should inform
  3. how/where/when they should communicate
  4. how/where/when they should interact across their entertainment, information and communication

Note: The ‘what’ is the business units message whatever that may be.

Some examples are:

  • Creating a YouTube video (flickr photos) featuring your employees having fun at a company function; providing some transparency.
  • Providing information on a given subject in Wikipedia to position yourself as a subject matter expert (link to your site in the references section).
  • blogging about the company’s goals and place within the market.

Of course not all companies are going to entertain as much as others and yet Blendtec did a fantastic job with thier Will it Blend series and continues to do so with its blending of Weezer’s new CD, Pork’n Beans. A company needs to challenge itself to utilize all three of these with a focus on interaction that the user can control.