There is talk going around about how blogging, Twitter, Facebook, and other social media sites can help control your marketing message. I completely agree with the assertion that you can help sway a particular message to the public but.. the world has a tendency to misunderstand where the CONTROL takes place.
It’s impossible to control HOW people interpret your message, but it IS possible to control WHERE the conversation takes place.
People will interpret your message in a way that is congruent with their beliefs and values. You can’t change that. When you start broadcasting your message through the social media sphere you will most certainly be misread, misinterpreted, misquoted, and you will be wrong… from time to time. That’s fine.. it is all part of the game. Don’t let that bother you. Focus on the things you can control.
Where you have more control is the conversation. If an unhappy customer is spouting bad news about your company on Twitter, you have the power to take the conversation offline… if you respond quickly. If you’re using social media for lead generation, you have the power to lead prospects to your blog where you have the chance to convert them to customers.
Bad news can only hurt you if it stays on the social web. Interested prospects are no good to you if you don’t lead them to your doorstep. Your message will be warped by social media. Spend your time thinking about where you want people to go and how to get them there.