Digital Marketing, Social Media Strategy, PR 20, Social Media Marketing

Why You Never Had Control

Do you have control issues?

juggling knives 225x300 Why You Never Had ControlEven now, with social media being hotter than the brow of a teppanyaki chef, companies of all sizes and descriptions are still using “loss of control” as a reason to not get involved.

Sure, there’s a possibility that your brand will have to use your social media crisis plan eventually. But, it’s critically important to recognize that social media isn’t a match, it’s a log.

Every major social media “disaster” in recent times has stemmed from offline, operational mishaps, not a cabal of angry customers armed with iphones and a pitchfork app. United broke the guitar in the real world. The guy at Domino’s put pizza in his real nose, not a virtual one. The Whole Foods CEO wrote a letter in a publication made from trees, not bits and bytes.

If you think social media is going to cause your company more problems than it will solve, you’ve lost before the coin toss. Social media doesn’t create problems for your company, it finds the ones that are already there.

And really, the size of the magnifying glass is the real difference between brand/customer relations BSM (before social media) and ASM (after social media).

This “control” you think you’ll lose if you engage with your customers in social media? You never had it. It’s a myth. A unicorn. A Cubs World Series. Customers have been talking shit about you since the day your company started, they just didn’t have the audience that social media now provides.

When it comes to being personal and authentic, and delivering a customer experience that exceeds expectations, the game hasn’t changed. There’s just more spectators.

Related
  • http://www.jeffersonstolarship.com/ Jeff Stolarcyk

    This goes back to the ‘who manages your social strategy’ debate – and reinforces that it really needs to be a mix of marketing/PR/customer service talent all working together to get maximum effectiveness. It’s all about connecting with your customer and not about shameless self-promotion or ass-covering. And I’ve seen more than one corporate account of those sorts laying fallow lately.
    .-= Jeff Stolarcyk´s last blog ..Rampant Misspellings =-.

  • http://www.jeffersonstolarship.com/ Jeff Stolarcyk

    This goes back to the ‘who manages your social strategy’ debate – and reinforces that it really needs to be a mix of marketing/PR/customer service talent all working together to get maximum effectiveness. It’s all about connecting with your customer and not about shameless self-promotion or ass-covering. And I’ve seen more than one corporate account of those sorts laying fallow lately.
    .-= Jeff Stolarcyk´s last blog ..Rampant Misspellings =-.

  • http://www.jeffersonstolarship.com/ Jeff Stolarcyk

    This goes back to the ‘who manages your social strategy’ debate – and reinforces that it really needs to be a mix of marketing/PR/customer service talent all working together to get maximum effectiveness. It’s all about connecting with your customer and not about shameless self-promotion or ass-covering. And I’ve seen more than one corporate account of those sorts laying fallow lately.
    .-= Jeff Stolarcyk´s last blog ..Rampant Misspellings =-.

  • http://www.nosmokeandmirrors.com/ Mark Allen Roberts

    Great Post,
    I wish U.S. Rep. Harry Mitchell had read this before he planned his telephone town hall. It feels like he is trying to control the market and its voice.
    I discuss it in my blog today. http://nosmokeandmirrors.wordpress.com/2009/08/26/2009-health-care-reform-initiative-lesson-7-askingand-not-listening-to-your-market-is-worst-than-not-asking-at-all/

    Mark Allen Roberts
    .-= Mark Allen Roberts´s last blog ..2009 Health Care Reform Initiative Lesson #7: Asking…and not listening to your market, is worst than not asking at all… =-.

  • http://www.nosmokeandmirrors.com/ Mark Allen Roberts

    Great Post,
    I wish U.S. Rep. Harry Mitchell had read this before he planned his telephone town hall. It feels like he is trying to control the market and its voice.
    I discuss it in my blog today. http://nosmokeandmirrors.wordpress.com/2009/08/26/2009-health-care-reform-initiative-lesson-7-askingand-not-listening-to-your-market-is-worst-than-not-asking-at-all/

    Mark Allen Roberts
    .-= Mark Allen Roberts´s last blog ..2009 Health Care Reform Initiative Lesson #7: Asking…and not listening to your market, is worst than not asking at all… =-.

  • http://www.nosmokeandmirrors.com Mark Allen Roberts

    Great Post,
    I wish U.S. Rep. Harry Mitchell had read this before he planned his telephone town hall. It feels like he is trying to control the market and its voice.
    I discuss it in my blog today. http://nosmokeandmirrors.wordpress.com/2009/08/26/2009-health-care-reform-initiative-lesson-7-askingand-not-listening-to-your-market-is-worst-than-not-asking-at-all/

    Mark Allen Roberts
    .-= Mark Allen Roberts´s last blog ..2009 Health Care Reform Initiative Lesson #7: Asking…and not listening to your market, is worst than not asking at all… =-.

  • DinaGiovale

    Hah!Customers alwys talked sh#% about co’s. Now they have an audience RT @jaybaer Why social media control is a myth. http://ow.ly/lkPl

  • http://twitter.com/danielledaniels/status/3609305992 Danielle

    RT @joshwpolk: Social media doesn’t create problems for your company, it finds the ones that are already there. http://is.gd/2Emb6

  • http://twitter.com/geltzcomm/status/3627599829 geltzcomm

    RT @joshwpolk Social media doesn’t create problems for your company, it finds the ones that are already there. http://is.gd/2Emb6

  • http://twitter.com/uncle_vito/status/3664934339 Vito Longo

    good item on social media controls http://ow.ly/nevZ “Social media doesn’t create problems…, it finds the ones that are already there. “

  • http://twitter.com/dawsonpower/status/3665265748 Dawson Power

    RT @Uncle_Vito: good item on social media http://ow.ly/nevZ "Social media doesn’t create problems.; it finds the ones that are already t …

  • http://twitter.com/jimbrochowski/status/3666235244 Jim Brochowski

    Um – Wow! RT @tweetmeme Why You Never Had Control | Social Media Marketing | Social Media Consulting- Convince & Convert http://bit.ly/JBejY

  • http://twitter.com/jeffhurt/status/3673605170 Jeff Hurt

    Why You Never Had Control by @jaybaer http://ow.ly/nqKN

  • http://twitter.com/phishtitz/status/3757838466 David Burton

    RT @tweetmeme Why You Never Had Control | Social Media Marketing | Social Media Consulting – Convince & Convert http://bit.ly/JBejY

  • http://twitter.com/billgcta/status/3814373793 Bill Guy

    Social media doesn’t create problems for your company, it finds the ones that are already there. http://bit.ly/JBejY

  • http://twitter.com/billgcta/status/3814373793 Bill Guy

    Social media doesn’t create problems for your company, it finds the ones that are already there. http://bit.ly/JBejY

  • http://twitter.com/billgcta/status/3814373793 Bill Guy

    Social media doesn’t create problems for your company, it finds the ones that are already there. http://bit.ly/JBejY

  • letstalkandchat

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