I agree with both your comments and Mitch’s but I think the other problem that big companies have with new media is the availability of information that will allow them to dollarize the investment.

If someone wants to know print readership statistics in the US, they check the Audit Bureau, if they want broadcast ratings, they check with Nielsen or Arbitron. They then know reasonably well who is reading or listening to the media they may want to be in.

But can most Marketing Directors immediately cite the universal holder on social media statistics? Some maybe, but not most and until that data can be readily accessed and becomes better branded into the general business consciousness, that too will hold back general acceptance of the use of social media in marketing plans, I think.

Best always,

- Peter

That’s like saying, “we know people don’t like us, so instead of engaging them and working on this together, let’s ignore them.”

Here’s the reality: the longer you take that attitude the more consumers will find their own way (and place online) to talk about you… where you’re really not “in control.”

Last sad fact: “control” has not shifted to consumers. Consumers simply have the ability to “scream” as loud as corporations.