It seems that virtually every marketer under 40 has either already become an ‘expert’ or aspires to become one with respect to social media’s implications on brand perception, marketing communications, and customer service. One common theme I’m observing is a decidedly cynical, “consumers are in control of your brand!” rally cry.  I’m calling bullshit.

If you’re doing your job as a marketer, you already know the needs, brand perceptions and aspirations of your customers. They’re not in control of your brand; your brand is merely vulnerable to externalities such as their tastes, preferences and the degree to which you deliver on promises you make to them.

• If a cable company promises the best, fastest, or most reliable internet connection available and fails to deliver on those promises, people bitch about it.
• If a multi-gazillion-dollar, multi-year revamp of the world’s most popular [by volume] operating system promises a ground-breaking, innovative update and winds up delivering a product that sucks more ass than a tsetse fly, people bitch about it.

I’m writing this from a plane so I’ll make a quick parallel… the pilot and flight crew are in complete control of this aircraft: it’s velocity, vector, and passenger comfort. It’s what they’re paid to do in exchange for their expertise and skills. At any moment, however, a wide variety of factors can significantly alter the variables that make for a perfect flight. Unexpected weather, air traffic, “the unlikely loss of cabin pressure”: procedures and systems are in place to ensure that despite these threats, this Southwest crew will still do everything possible to deliver passengers and cargo safely and in a timely fashion to the predetermined destination. The perks of staff personality and unexpected positive surprises exceed the customer expectations that these basic promises will be fulfilled.

The only power or control consumers have over brands is limited to their assessment of how well you’re delivering on the value you have promised them in exchange for what they have offered you (cash, attention, loyalty, etc).

Emerging and collaborative communication channels – a.k.a. social media -  indeed provide a voice to consumers with respect to their perceptions of your brand. You, as the marketer, have precisely the same power to listen and respond, however, and that – without a doubt – is where the true power of social media and brand ambassadorship resides.  Customers and unofficial spokespersons can definitely produce and maintain the majority of the conversation around your brand; how well you listen and respond is your core objective as a ‘new’ or social media marketer.

Social media makes it easier to discover, preserve, extend and interact with conversations already taking place about your brand. It is not a panacea or plague of any sort.

Anyone that says differently is using controversy to sell books or related social media snake oil.