The command-and-control problem

[Lois Kelly]

I talked with a group of sr. business executives yesterday -- COOs, CIOs, some marketing execs. All are interested in how community can help them engage with customers. All are stuck on one big obstacle: how to let go of the pervasive command-and-control mind set.

It was amazing to hear just how big an issue" control" is for people, especially legal and PR. The legal people throw up a bazillion reasons why blogs are bad. the PR people are trying to hold on to controlling the message. Everyone poo-pooes blogs and communities because 'what if someone posts something negative?"

It really got me to thinking that a)we have to help execs understand whythey don't really have any control anymore anyway and b) we need to provide simple, logical, rational reasons that will help them open up more, not fear the Sarbanes Oxley world.

They scoffed at how easy it easy for execs in the software industry to be controversial. But how different it is in consumer products companies.

So while people are embracing new ways to engage, companies are more stuck than I ever really realized.

What obstacles are you seeting? Any good ideas on how to convince old-time execs on why they need to move into this new social networked world?

[Lou Ordorica]

I like to remind execs that customers trust the opinions and recommendations of others like themselves way more than any marketing collateral the company produces.

And, people are naturally suspicious if they read only glowing remarks (customer testimonials). They want to hear about the problems along with the positive experiences, too.

So, when a bad review shows up, I tell them not to worry. Our trust and credibility just went up a notch. If we see many negative reviews, then it's time to pay attention. Our customers just told us how to fix our own damn problems!

We've been told by consultants that in this age of instant scrutiny and "getting naked" in front of the world, companies that stop talking at customers and start talking with customers will have greater trust, credibility, and loyalty.

The question is, are you going to watch your competitors join the participation age and spend your energy thinking of all the reasons why you shouldn't, or are you going to show others how it is done?