On Wednesday this week the panel consisted Don Tapscott (author Wikinomics) WhipCar.com co-founder Vinay Gupta and myself (as Co-Founder of 90:10 Group).
You can read the column in full in the print edition of June 27, 2012 or online (nb: the FT has a metered paywall model for content).
Or you can click on the images here to see larger versions.
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"Morgan Stanley Smith Barney has announced that it will allow its financial advisers to use Twitter and Linkedin, providing they tweet from a library of pre-written messages. Does this defeat the purpose of should it be commended for embracing technology?
They appear to be thinking of social media as little more than a way in which they can indulge in direct selling. It’s a reductionist approach to human interaction which seeks to simplify the possibilities to: buy/sell. In doing so it misses out on the customer-led insight and innovation those prepared to be more human benefit from.
Indeed, you could ask why they bother attaching humans to the Twitter accounts at all when selecting from a library could as easily be achieved by a bot – and with less room for risk via human error.
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It also carries the risk of becoming the banking world’s equivalent of Apple’s Siri – and we all know how much fun people have had trying to catch Siri out.
On the plus side at least they have a control group of 20 who are being given a freer hand to be themselves. My guess is they will out-perform their bot-like brethren.
I was also on the Judgment Call panel when Morgan Stanley first started its twitter experiment a year ago (the recent interest is in a global roll-out to 18,000 staff after a year long trial). Click here to compare.