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More than a decade ago, the authors of the Cluetrain Manifesto outlined the trends that were reshaping the process of marketing communications. And, as we approach the South-by-Southwest interactive festival (SXSW) here in my hometown, the great city of Austin, I’ve been doing a lot of thinking about how amazing it is that people are now “voting” with their tweets, blogs and communities - refusing to accept communications-as-usual.

As a result, the way we produce and propagate content that we’ve created, and how we communicate our point of view, has clearly evolved since that time.

While we still have quite a bit to learn, we have made progress. Based upon the feedback that we received, we applied more listening, interacting, learning, and adapting to our current methodology. We’ve found ways to share our “human voice” via the SP360 blog, and the various other new media channels at our disposal.

Like many forward-looking companies, we have embraced the tools of social media to aid us in reaching out to our numerous stakeholder groups within our customers, and the other “communities of interest” that we actively seek to engage in a dialogue.

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More Stories By Don Nelson

Don Nelson is the moderator and Program Manager for the CiscoSP360 Blog. He is a member of the Service Provider marketing team at Cisco Systems, Inc. Don has more than 10 years of experience in web site development, design, information architecture, and web-based marketing. In 2008, he transitioned from webmaster to exploring and managing social media marketing for B2B.