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Social media means you don’t own your brand anymore!

Social media means you don’t own your brand anymore!

Max Valliquette is a social media expert who helps companies understand how to communicate via this new medium. Max spoke at the recent Canadian Marketing Association Next: 2010 National Convention in Toronto recently. You can watch more great videos from the CMA National Convention here.

According to Max, social media sites are no longer destinations, but channels of access. Social is a media we do not control even if we create them. Social media to the young is their language. It’s not news that kids learn computers and technology faster and easier than adults in general. It’s almost as if this is a native language they’ve been waiting for all their lives.Max Valiquette: Social media - you don't own your brand

Social media is a conversation which never ends.

Social media has shattered the illusion of control for brands and marketers – we no longer have total control over a brand. Young people have always pushed against authority and boundaries and thinking we can maintain control in today’s world is a misconception and a dangerous one at that. Control has shifted from creators to consumers.

Kids grow up thinking that they own their brands and they can draw Mickey and Donald, put it on their fridge and do with it as they will. Now those same kids are making mashups of TV shows, sports and movies.

We don’t even control the channels where people discuss our brands. You can’t even really control what people find when they search for your brand.

You can’t simply transplant your old marketing plan onto the web. You have to involve young consumers in the marketing process and seek their feedback or you will alienate them and they’ll hijack your branding.

Takeaway: You can try and fight this. You can hire lawyers to send cease and desist letters every time you see something negative posted on the web about your brand, but your time would be better spent engaging young consumers and involving them.


  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
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  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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