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A speech hold by Jürg Stucker, CEO of namics led to an interesting discussion about B2C respectively C2C or H2H? 

In a comparison of Web 0.5, Web 1.0 and Web 2.0 he stated that with Web 2.0 the relationship moved from B2C to C2C, which raised an interesting point ( about marketing having to take the network perspective. This means that a company should take the social network of customers into consideration as customers are interconnected and speaking with each other. Thus the relationship would rather be a B-C-C relationship. He than posed an interesting question: Wouldn’t the term H2H (human) be more suitable? Regarding the new type of dialogue taking place on the web, where people speak to each other in a human voice – and expect companies to do the same if they want to join in the conversation – the term H2H might be quite suitable. People don’t want companies to speak in a corporate voice; they expect them to be open, tell the truth and speak in a human voice. Thus, even if a blog is written by a company, the author should behave like a “human” talking with his peers and not like a marketer employed by a company.

After having had a very interesting discussion with Jas last week during the doctoral symposium in London I was inspired to revive my blog and share some thoughts.

Most literature about blogs is quite evangelist explaining how software connects weblogs with weblogs, and writers with readers, knitting together the community and arguing that blogs have revolutionised the way we receive information and connect with each other in online environments.
Blogs have three main benefits, being their ability to share information, to build relationships and to manage knowledge. Their ability to build relationships is shown below:

Jas has blogged about his interview with Steve Clayton, Chief Technical Officer for the Microsoft Partner Group. Along with his team, Steve manages Microsoft’s relationship with 35,000 partners across the UK.

This blog post has been picked up by Steve Clayton and mentioned in one of his blog posts:
This again has driven readers of Steve’s post to Jas’s blog …..and so on.

There are probably many examples like this in the blogosphere, which proofs that the web is enabling worldwide-connected people to speak together

June 2007