Page 167 - Free the Idea Monkey

we are being charged with delivering ideas that engage and influence
the people in these living, breathing and highly responsive human
communities. This presents both a unique challenge and oppor-
tunity: we need to integrate our message and presence effectively,
profitably and appropriately into social media communities. The
presence you build within social media will be analyzed, scrutinized
and perhaps criticized. However, entering this territory—which is
controlled by the digital swarms of consumers and their communi-
ties—with the right voice and then nurturing that conversation in a
manner authentic to your brand, your products and your customer
will ultimately have a far greater positive impact on your level of
opportunity over the existing risks. In fact, the greatest risk is being
absent from that conversation—while your competition gains a
powerful foothold.

152 S O C I A L M E D I A : N O W A N D F O R E V E R