Traditional media—press releases, brochures, even Websites—allow an organization to maintain control of their message and manage their public perception. Social media is all about your audience having control. As you experiment with social networking, you’ll need to let go of your expectations and accept that your audience is in the driver’s seat, not you.
That’s not a bad thing! Social networking turns a monologue into a dialogue. You and your audience create content together. This collaboration results in a rich and varied group conversation that’s far more meaningful than a lone voice.
Think about the possibilities, let go of your hesitation, listen, and enjoy.