Andy Beaupre is right. In its purest form, contributions to social media platforms by the general public are personal expressions of opinion. You do not control this. Brands are already attracting negative publicity when they try. Brands can not expect to dictate terms of how they are perceived in this communications medium. Anyone who suggests that this is possible, is evidently not the ‘expert’ they proclaim themselves to be.

Social Media forays by brands have mostly been undertaken by a combination of companies, whether they are PR, Advertising or Digitally based. There is much debate as to who should ‘control’ this. It’s just a thinly disguised fight over who should be allocated the funds now being diverted away from traditional advertising media. Social Media is a different beast to PR. To treat those online in the same manner as PR companies address the press, is an instant fail with online gatekeepers.

To achieve successful social media campaigns, brands need to find advisors who are immersed in social media. Choose Strategists who have been blogging not just about marketing but across personal interests for a number of years and who have a vested interest and a history, plus network of participation in varied online communities. These people are committed to the medium, offer unique insight and intrinsically understand the unwritten rules of online dialogue.

Citizen Journalism is to be expected. The public is now in a position to vote with their feet and hearts when choosing which brands to support. Nestle is just one of many brands to have been made an example of via global online lobbying. I would suggest that it is foolhardy for businesses to bury their heads in the sand any longer. Consumers in developed countries are increasingly demanding accountability from multinational companies. It is time for marketers to listen and shape branded communications accordingly.