Now that social media has shattered the illusion of brand control, is your company ready for this br


	Now that social media has shattered the illusion of brand control, is your company ready for this br

fuordigital

6-5-2008 9:45 AM

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://www.clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/b182f5a6-fcd7-4738-a0b1-1939ee0fa51b/80D62CB0-2B89-4C6E-A297-2813B9AC8D3E/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.imediaconnection.com/content/19513.asp" href="http://www.imediaconnection.com/content/19513.asp" style="font-size: 11px;">www.imediaconnection.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.imediaconnection.com/content/19513.asp"><STRONG>Now that social media has shattered the illusion of brand control, is your company ready for this brave new world?</STRONG></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.imediaconnection.com/content/19513.asp"><P>In a previous article on social media, I state: "It will just be much more difficult to lie to consumers since they have the tools and the communication ability to weed them out." And that's why they got punk'd. So what did they do wrong? And what do others companies do wrong when they approach social media?</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.imediaconnection.com/content/19513.asp"><P>The most powerful brands are often the ones that get left behind. Why? Because change comes much more slowly to them. Their corporate structures are layered -- a tree structure of employees sitting on top of employees who sit on top of other employees, all in a tree structure of responsibility avoidance. This causes entrenchment and aversion to risk in an effort to reach that next rung. Those companies are glaciers; oil tankers trying a three-point turn; a blind squirrel trying to find a nut. </P></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/80D62CB0-2B89-4C6E-A297-2813B9AC8D3E/blog/" title="blog or email this clip"><img src="http://content9.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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