In this age of technology it is a known fact that “they” know more about us than we would ever care to have them know.  Does that mean Big Brother is here?  In some ways you have to admit that he is, but in other ways there is an alarming lack of corporate watchdogs guarding the rep of famous, or infamous, brands.

Social media 101 tells us that you have to get in there and know what is being said about your brand.  And it just makes sense that a company would be part of the dialogue about their own brand.  But I can state with absolute certainty that there’s a whole hell of a lot of leeway in what you can blog, chat or write about, or directly to, a company without ever hearing a peep back from them.  I know since I have personally skewered many a company on www.marketinginsideout.com and a few on www.menologues.com and have yet to hear a thing from one of them.  I’ve also written directly to companies with valid and genuine commentary and in response: nada.

And let’s face it, with all of the technology available to us I know that these companies are following our commentary – we track it.  So why aren’t they interacting with me?  Is it possible that the negative commentary is too overwhelming to acknowledge, or maybe they’ve read my brilliant diatribes and are cowering in a corner somewhere.  Let’s face it – there’s no positive spin for not taking advantage of the ability to interact with your audiences and not following up on what’s being said about your business.  Don’t be so quick to boast of your social media program if you’re just out there saying stuff – and not responding to what’s being said – because that would mean you’re only using ½ of social media – and it’s the easiest ½ at that.

There are some companies that have stockpiled answers to FAQs which they send out instantly as a query is made.  Too bad they generally don’t match the actual questions being asked.  Does the term interactive media mean nothing to you capitalist giants?  Don’t you see the value in a dialogue with your public?  Well, by missing that obvious opportunity you’re giving the edge to those of us who are not arrogant enough to insult the intelligence of our followers by wrapping everything in a neat little box of faux-interaction.  To those of us who get that real life is messy so real communication is bound to be messy too.