Social Media and Brand Identity – Can you control the message?

I just read a blog entry by Dana Theus of Magus Consulting called “Organizational Identity in the Age of Social Media”. In the entry, Theus discusses the possible negative implications that can arise out of an organizations inability to control its message.

I think Theus hits the nail on the head when she says, “But here’s the catch: Marketers don’t run most of the parts of the organization that will be carrying the organizational identity forward in the new world…”. The thought that I had when reading the post was this: If organizations continue to look to the marketing and PR department to craft and maintain an image for the organization, they are going to face a tremendous struggle in the increasingly uncontrollable world of social media PR. However, if an organization views the real work of brand maintenance as an organization-wide priority and responsibility, the lack of control will be, while not a non-issue, at least less of an issue.

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1 comment so far

  1. Dana Theus on

    Will:

    You picked up on THE key concept of my post. I think of the challenge slightly differently, though. You’re right that “[organizations] are going to face a tremendous struggle in the increasingly uncontrollable world of social media PR”, but I think at least as important will be the internal struggle. Companies will keep saying “why can’t we control this?” to the marketing department, who will shrug and point at the operational groups… who will shrug and point back at marketing. Not only will organizations save themselves some pain in the social web public eye by addressing this issue, but they’ll save themselves internal angst as well. This will become a matter of corporate leadership as much as anything else. Thanks for commenting!

    Dana


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