This morning, and oh my what a glorious morning it is here in New England, I came across this post by a twenty-something year old PR woman based in Australia who has some very important words of advice for corporations vis a vis their social media preparedness. Her name is Lexy Klain and she is wise beyond her years.

Her post is about an establishment bank upping its student overdraft interest charges and getting crucified online. Unaware of it at first, unable subsequently to defend itself online thanks to having ignored or dismissed the new media, the bank was rendered mute. No amount of traditional PR could overcome or drown out the online conversation.

Her point, and mine as always, is that you have to be tuned in to the online conversation and it is too late to join the conversation and defend yourself when you are already the center of the crisis or controversy. Anyone, anywhere, for any reason can start a conversation about you online. Are you listening? Do you know what people are saying about you and your organization. If something comes up with which you take exception, what's your response plan?

Just because you're not hearing it doesn't mean it isn't being said. You know your brand can be damanged the old fashioned way via the establishment media and perhaps you think that's where 100% of your energies should be going. But buckle up if and when you should be subjected to an online bashing. It's just like the old-fashioned vulnerability except exponentially faster, more global, permanently archived and accessible, and in this day and age, more credible because people believe other people more than they believe the media.

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