Interviewed in the current edition of the Harvard Business Review, Disney CEO Bob Iger has some pertinent comments on social media issues.
He sees social media – especially Facebook – as an opportunity to gain access to fans of Disney and provide them with experiences that are welcoming. He says Disney has started to engage with mums who are blogging and explains that these bloggers are now being invited to events. He was sitting recently with a group of bloggers on a cruise ship and reflected how the world had changed a lot.
He is not a strong advocate of getting customers to help create content. ‘I’ve found that when you take a committee approach to creating, it usually fails. It dissipates one person’s deep passions for an idea or a creative direction,’ he reflects.