Define a Brand With the Push of a Button

Instead of realizing the truth that consumers are already talking about brands and republishing brand asset (remixing, as Lawrence Lessig would say), most brands act as if they can still exert control over what their consumers know and see.

Consumers no longer need the brand for information. Any semblance of brand control was lost when each consumer became the equivalent of a newspaper. Blogs, twitter and product reviews have enabled consumers to define a brand with the push of a button.

When a customer writes about their horrible experience, a brand should be afraid of leaving that comment unanswered. However, most brands fear interacting with their consumers one-on-one.

Restaurant owners, because of their huge dependence on word-of-mouth marketing, are one of the best examples of great customer interaction. They realize that a single unhappy customer can mean the loss of potentially 10 patrons. If a manager sees someone that isn't happy, more often than not he'll find a way to make the consumer have a better experience. Similarly for a brand, the Internet has evolved beyond simple advertising to one that is dominated by word of mouth marketing. Fear of interacting with consumers means foregoing this potentially lucrative avenue of marketing.

A smart social brand would forego any fears of losing total control and embrace the idea of pull marketing, opening itself to attracting new customers through innovation and distinctiveness. Fear is what makes a business average.

Testing, Experimenting, Trying

The best way to allay a brand's concerns is through knowledge. Nothing is a better teacher than testing, experimenting, and trying. Trying social media marketing and interacting with consumers is the best way to learn.

However, the learning curve can be steep and not many are comfortable putting themselves at the mercy of their consumers. For some, an online department (with actual power and resources) that can dedicate themselves to learning and gathering data is a viable solution. For others, a consultant or coach may offer meaningful insights on what to do and, more importantly, what not to do.

Knowledge isn't the only way to overcome fear; conviction helps one rise to the challenge. A brand that is sincerely dedicated to interacting online will find a way to make it work. When C-class executives show interest by allocating resources and making social media a priority, managers become less afraid of failure. Social media marketing requires a company-wide culture shift that works best when inspired from the top down.

By overcoming the fear that brands have, they can dedicate themselves to a social strategy instead of faltering between broadcast models and consumer interactions. Until a brand embraces a social culture of transparency, instead of one of guarded marketing speech, it is doomed to being a digital pariah.