Instead of asking ‘What do we need to say?’ consider asking ‘How can we amplify what they are saying?’
“Converse opened a state-of-the-art recording studio in an old dry cleaning facility. Branded Rubber Tracks, the “community-based” recording studio is a place where emerging bands can record their songs at no cost. And there’s no catch.”–source
You have to talk about yourself online, but to use digital media effectively as an organization you must provide tools to empower people. Converse has moved from a company-centric view to a customer-centered view with their digital tools.