If you follow social media, you’re familiar with the phrase “lead the conversation.” Brands use when discussing a thought leader strategy online. For example, HubSpot helps small to medium size businesses with tools to manage inbound marketing. They’ve created twitter.grader.com and other tools, to lead the conversation about online tools. Zappos, in addition to being a major online retailer, is leading the conversation about customer service. They use twitter, company blogs and executive keynotes to evangelize about customer service. Nokia’s recent Facebook application, Talking Points, is another example of a powerhouse brand leading a conversation onlinw..

The Talking Points application asks Facebook users to write the rules on conversational etiquette on Facebook, text, mobile and in person. The community votes on the best responses, and users can send responses to their Facebook friends to earn even more votes. Nokia’s tagline is “connecting people,” and this promotion does just that. In fact, it’s a group conversation on the etiquette of how we connect.

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