It used to be so simple. You used all your communication channels to expose customers to a meticulously researched, consistently reinforced brand message that defined who your company was, what it did, and how. The customers accepted your carefully crafted message and understood your corporate identity. You had complete control, and we all lived brandedly ever after.
Then came social media. And with it, an enormous shift in control. Your brand is now undeniably owned by your audience: your customers, your vendors, the people you work with, and anyone else who has an impression of you. Your brand is other people’s perception of what it’s like to do business with you, work with you, or be with you. Suddenly there are no secrets. The audience knows as much or more than the companies themselves about their own products and services. And whether the news is good or bad, they’re telling everyone.
Companies need to recognize that people are discussing their brands with or without their permission. If you aren’t participating in the social landscape, then you’re effectively releasing control over your marketing message. Maybe you’re hesitant to engage on social media channels because you’re afraid someone will criticize you? Guess what; they’re doing it anyway. You know what’s scarier? Having no ability to influence the perceptions they’re shaping because you’re not a part of the conversation.
Here’s my advice: If you want to be afraid of something, fear doing nothing. Social media is not a fad. It’s no longer a novelty. It’s business – YOUR business. Get over the analysis paralysis and get started with a well-reasoned strategy, a commitment to participate, and a willingness to listen and respond. Instead of standing frozen in fear, leverage the new opportunities social media presents, like its unprecedented access to powerful audience information and insight. Get online and engage so you can continue to build, protect, and represent your brand.
