It’s 10 O’clock; Do You Know Where Your Brand Is?

Those of us of a certain age, will recall a television PSA that asked ominously “It’s Ten O’clock; Do You Know Where Your Children Are?”   Although a bit dramatic I can’t argue with the logic of the message.  It’s not a good idea for your kids to be out playing unsupervised as the anonymity of darkness offers cover to those with bad intent (talk about being dramatic)!  In the same vein, it’s not recommended to let your company’s brand play unsupervised on the Internet, where again anonymity can embolden pranksters, cranks, and ne’er do wells.

Some may argue that this is exactly the reason they have been protective parents and not let their company out to play on the mean streets of Social Networking, opting instead to present it dressed in its Sunday best in the controlled environs of its own web site.  I’d liken this somewhat to the parent who isn’t yet ready to talk with their teen about sex.  Face it folks, it’s happening whether you want to talk about it or not.  Better to be part of the conversation.

One recent and very visible example of a company in denial is Dominoes. They learned a painful lesson in how far and how fast Social Media can spread a message good or bad.  Because they had not gotten involved with social media, it wasn’t until they got the proverbial call from the police station that they realized the unseemly behavior that was perpetrated under their company name. Read the New York Times story

Like hormones, the need to share information is hard to repress. Whether or not you are ready to move your company into social networking, chances are there is a discussion happening out there around your brand. And If it’s out there because someone has created a [Your company] Sucks, group on Facebook then you really want to make sure that this isn’t the last word.