Yes the Internet is creating new phenomena of communication that anyone can instantly use.

Take the example, someone goes into a “Brand X store” or “Business Y” and makes a purchase of an item to discover later that the same item is not to the buyer’s expectation.

In a minute that same person will send a “Twit” from his/her mobile phone (small message to her Twitter account) will tell 100 people that will tell another 100 that will another 100 and the list goes on. In about 30 minutes 1,000,000 people will know about it and then individuals in social networks and social bookmarks of all sorts will pick on the information and will put their own spin, before the press and news gets their hands on. So yes, this is a dramatised situation, but think of this…is your brand and business really safe?

You have now 1,000,000 pages talking about you. How do you control the information flow, how do you stay on top? Can you really?

In this age of instant communication, where the voice of one reach many, an organisation, brand and product managers needs to address seriously the issue in order to survive.

So what do you do now?

Create a new job function – maybe something like a “Social Media Director” and hire a team of “Social Media Optimizers” and if it is all too hard then outsource the services. But the point is… can you afford not to be in control?

The Internet has definitely created a problem to businesses of all sorts when one single disgruntled employee or client can spread a rumour and like a Chinese whisper will reach a massive audience without any justification or even proof. You know the line of the famous James Bond movie, Tomorrow Never Dies, “There is no news like bad news”. Check the TV News or Newspapers and you will understand what I mean. When is the last time you read or heard good news anywhere?

To counter the effect or better, managing the potential issue you must create your own good news. Yes you can be your own TV channel and your own magazine.

Embrace it and be in control by creating and joining:

· Social Bookmarks

· Social groups

· Social websites

· Blogs

Generate content:

Write it yourself or get writers to provide you articles to post into your blogs then spread the news.

Talk to the masses:

Get people to register into your lists and build your database to communicate instantly your news and stay on top of your communication.

Be in control:

Like any brand managers you must keep on building your brand by efficient communication and information dissemination. As long as you control the information and the information does not control you, you will be fine.

Didier Grossemyis the Founder and Executive Chairman of X2 World, a global group of business consultants, creative professional marketers, technology and digital experts. Our philosophy recognises the importance of developing and sustaining long-term client relationships and effectively managing the balance between creating, communicating and delivering value. Digital Marketingis no longer the “under dog” of the marketing world, campaigns and strategies are now built around digital media with digital media becoming the centre piece of any activity. A digital agencyreally needs to work at that strategic level with their clients. If you are interested in exploring that sort of relationship with us then simply click hereto contact us and we’ll gladly take you through how our thinking will be able to help your brand and your business!