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01.28.10

There Is No True Control In New Media

By Brian Solis

One of the most common fears I focus on defeating among executives and brand managers is that in new media brands lose control by publishing content and engaging in social networks. The general sentiment is that by sharing information and creating presences within public communities that they, by the nature of democratized participation, invite negative responses in addition to potentially positive and neutral interaction. By not fully embracing the social Web, many believe that they retain a semblance of control. The idea is that if brands abstain from providing a forum for hosting potentially disparaging commentary, it will prevent it from earning an audience - in this case, an audience that can impact the business and the reputation of the brand.

However, retaining control, following the socialization of the Web, is nothing more than pure legend. While many companies retain control during the stages of defining and shaping messages, control is relinquished at the point of distribution. Once messages are published, they are at the mercy of consumers, peers, and influencers online and offline.

So I continue to ask...

If a conversation takes place online and you're not there to hear it, did it actually happen?

Without participation, perception and sentiment are free to wander and influence those with whom it touches.

The truth is that in the era of new media, we are all brand managers, responsible for its stature, resonance, and direction. While we may not retain control, we now have the ability to shape and steer impressions, answer questions, solve problems, and engender appreciation. And in the social web, brands are now expected to humanize and connect directly with everyday denizens to convey purpose, establish goodwill, and reassure communities that their voices are heard. It's not enough to simply give the brand a voice. People align with the people, prowess, and promises they can believe in. We are now expected to breath life and personality into our brand in order for it to earn the attention and interest of those we wish to reach.

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Proactive shepherding the brand in influential communities begets positive interaction and in many cases, it extinguishes unforeseen crises before they ignite. It's the art and science of sculpting presence. As such, many organizations are establishing a role or augmenting existing responsibilities to encompass ORM (online reputation management). As Forbes recently alluded, perhaps it's time for a Chief Reputation Officer.

Econsultancy and BigMouthMedia published a report, Social Media and Online PR, to assist marketers embrace ORM.  The report is based on a survey of more than 1,100 companies carried out in September 2009. Respondents include client-side digital marketers and communications professionals, as well as digital and PR agencies.

Methods Used by Companies Worldwide to Minimize the Impact of Online Negative Comments About Their Brand, Products, or Services

47% - Directly engaged with publisher/blogger to rectify issues or address negative experience

33% - Attempted to improve products and services in order to reduce or eradicate negativity

24% - Encouraged others to speak more positively about us

17% - Issued and distributed press releases or comment to address issue

14% - Attempted to get offending content removed by publisher/blogger

Continue reading this article.


About the Author:
Brian Solis is principal at FutureWorks PR, an award-winning PR and Social Media agency founded in 1999. FW PR bridges the communications gap between companies and their customers, and between products and their specific benefits for their target markets. Solis blogs at PR2.0, http://www.briansolis.com, and regularly contributes to many industry trades. He is also frequently quoted in articles relating to technology trends and Marketing/PR strategies.

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