Spontaneous is always exciting.
The natural domain (certainly the natural starting point) of the social web.
It somehow feels more authentic than structured.
Structured is planned. Laborious. The natural domain of lawyers and old-school corporate communications control freaks.
Except of course that it isn’t.
Structured means just that: a clearly thought-through platform which provides form for whatever follows: messages, engagement, understanding. Spontaneity, even.
Because structured conversations lead to relationships and mutual understanding. And that’s when spontaneity really starts to work: when both sides of a conversation feel comfortable and open enough to be spontaneous.
And it’s only then, once strategy has defined structure, then resources, programmes positioning and messages, measurement, analysis and accountability, do commercial results and an enhanced ability to be successful follow, and organizations can afford to be spontaneous.