They want me…. on the Mckinsey Online Executive Panel?

We invite you to join McKinsey’s Online Executive Panel, through which The McKinsey Quarterly asks selected executives their views on top business trends, including the economic crisis, and on topics relevant to their functional area of expertise.

online-communityWhen I received this invite I was indeed surprised and flattered…  But as I read on I worked out what they wanted was just another member for their community.

Maybe I am not special after all.

Seth Godin calls them Tribes but everyone wants a community to help, promote, support their brand.

A community mediated by technology and aiming to produce some productive outcomes.

Then I read an article by Menaka Gopinath who provided a further insight into what McKinsey wanted of me – they wanted to engage me in in their business decisions by participating in polls etc.   They want me to feel important to say the least.

Then Jeremiah Owyang in his Web Strategist blog challenged me to look at all this from another angle Future of PR – Agencies Represent Communities – Not Brands.  I wonder what Eric will think of this when I seek his opinion.

I learned from Menaka about how companies like Mercedes Benz (better tell Eric the Europeans are onto Social Networks for business) seeking to engage the consumer voice via exclusive member only communities.

They want to engage you in the brand even more than Twitter, Facebook, Blogs etc can .  They want you right on the inside.

But as Jeremiah asks are we moving towards a complete reversal where Communities represented by PR Agencies actually drive and develop new products even new brands.

A fascinating evolution.  Love to hear what you think?

Should I join the McKinsey Panel?

I am off now to read the 50 plus opions posted on Jeremiah’s blog to see what his community thinks about all this, before I have a coffee with Eric.

Photo by D’Arcy Norman