As the user generated world spreads beyond the written word of blog and into distributed video discussions that pop up around memes and spring up around toys, it's clear for everyone to see that networked media is where individuals have all the fun. Brands, corps, big media and online content players should stick to their own yard. HOWEVER....if they really, really want to try - brands can earn the right. They just need to watch themselves and not get too pushy. For most brands the idea of standing outside the door or hanging around and observing what's happening - before offering to help - is just weird. Kicking down the doors, chucking dollars around, barging into the VIP area singing Come Do It Our Way. That's what makes brands feel good. Well, tough. 'Cos this ain't your party and no one cares if you feel good. But IF you can handle the change in the rules, you'll find...
...mixing in the network is actually incredibly rewarding. Notching up those popularity points and earning the right brings a level of credibility that media spots just can't buy. And what is true for every brand today - from tractor suppliers to power providers - is that credibility in the eyes of the customer means lasting business, powerful advocacy, meaningful feedback and positive participation. So understanding the network, carving a role within it and earning the right to be there is a long-term project that will be more and more rewarding as people-powered networks grow in their sophistication and influence. (Unless, like Doc, you think networks won't need brands at all and will work out how to meet their own needs while the brands are stuck outside comparing the size of their media wonga.) But if all that sounds scary - don't fret It's actually a lot of fun. Just stop, breathe, relax and repeat after me.....awwwww, yeah, Ba-zooka-zooka, bubble-gum, Ba-zooka-zooka, bubble-gum. What you say? (Thanks Garfield).
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