If companies want to build their brands through social media, they’ve got to give up the kind of control that is the holy grail of traditional corporate communications.
Nowhere is this more evident than in the PR strategy of Olympics organizers, who are caught between old and new worlds of community engagement. New media is about free participation and building a community, and VANOC’s approach offers a lesson in recognizing the fine line between sabotaging community relations with excessive control and letting the bloggers run wild.
Read the rest of my BC Business column about how businesses can build a social media strategy on top of their traditional communications and marketing capabilities (and avoid the pitfalls of trying old tactics in a new medium), Let’s Get Social. Enjoy.
PS: What do you think of the cartoon image Antony Hare drew for me? I think it’s pretty cool.
PPS: Kris Krug was kind enough to update me the other day on the status of his alternative media centre for the Olympics, the True North Media House. Since they didn’t actually have a name for their group when I interviewed him, the place-holder name being tossed around at the time of the interview was the Independent Media Centre, which I abbreviated in the article as IMC. I’m informed there is already an IMC that is not at all related to True North Media House, so where you read IMC in my column, please translate it as True North Media House, to avoid confusion.
KK also took exception to the following line in my column: “IMC spokesperson and web 2.0 entrepreneur Kris Krug says the people behind his group are overwhelmingly pro-Olympics and pro-business and are not remotely related to such groups as the new-media anarchists behind the Resistance 2010 campaign, with their No Olympics on Stolen Native Land motto”
While I was strictly correct in that the True North Media House is not the same organization as the Resistance 2010 campaign, Kris wants to make clear that anarchists and people of all stripes and affiliations are welcome under the big tent that is True North Media House. Glad we cleared that up.