Your brand is whatever your customers say it is.  And in the groundswell where they communicate with each other, they decide.-Groundswell

Many companies in the outdoor space are considering new media. Makes sense.

Our business is filled with, shall we say, dedicated users. Or as Yossarian in a TGR Forum writes, “hard-chargin’, story-writin’, zappa recitin’, flame-throwin’, 24-7-365 thinkin’ (about skin’ and boardin’, anyway), gear-debatin’, pow-ridin’ people in the world!”  There are many of them, and a growing list is publishing in new media: blogs, forums, facebook, twitter, etc.  And many other consumers are reading, commenting, and round and round it goes. 

In the old days we just talked to ourselves. Decided what was cool and what technology would be best, and then pushed that messaging into the marketplace. With new media, manufacturers push product into the marketplace, and the response comes roaring back within days. 

So, how does a company begin the new media journey? Let’s start with what you don’t do:

1. Think you will start small and see where this goes. (Might as well drink from a fire hose.)
2. Assign a mid-level employee to the task of monitoring and responding to new media.
3. Believe that the old push strategy of messaging will work when you respond to a post.
4. Assume that one department can handle new media. 
5. Take your time
6. Just talk

 Let’s take these one at a time:

1. The new media communication initiative needs dedicated support from top management. Without support and guidelines it will whip a company around like a rag doll.
2. A company’s new media person is the “point” for a potential tsunami of information. As blogger Tom Vanlerberghe (www.tomvanlerberghe.com) writes, “being able to speak for your company is a great responsibility, a responsibility not everyone can or will handle.”  
3. This market wants authentic conversation, so stay away from marketing drivel. Tell the truth. 
4. New media will affect most of your departments, particularly customer service, sales, marketing and product development. Why? Because there will be comments and questions about pricing, slow product replacement, brand issues like environmental support, and product feature and benefit criticisms and praise. 
5. Take your time and you allow a negative post to work through the viral world unchecked. The perception, and the reality, grows. 
6. Just talk and you will watch dollars, lots of them, fly right out the door.  Have a communication strategy for new media. 

Next Up: Strategy? How do you attach a strategy to a conversation coming from everywhere?