This post originally published August 9, 2008.

I've been reading and enjoying a new book called Groundswell. It's about adapting your company/organization to the new world of social media (Web 2.0). In the book, there are countless examples of companies fighting to maintain control of their brand and corporate messaging. All ultimately reaching the conclusion that it is no longer possible today. Your brand is what people say it is, not what you say it is. Well, I've related to a number of these stories, and as a social influence marketer - I've been nodding my head up and down with an "I told you so" kind of attitude. It's great that companies are being held accountable - the days of the PR smooth-over are gone! Anyway, nothing quite brings a concept home like being involved in the middle.

You may not know it, but a long time ago, I was an active member of a fraternity at the University of Kansas. A few months ago, I decided to create an online group dedicated to my fraternity's alumni - national in scope!  It's been awesome connecting with a few guys I knew back in the day and 80 or 90 that I'd never met. Today, this group has over 100 members. All have been appreciative of my effort in helping us connect. Then, I got a nasty-gram from our National Headquarters asking me to remove the group.

I responded with the positive impact the group is having, and my willingness to turn it over to someone at headquarters. I also mentioned that as an alum, I've made contributions - clearly aligning me with what's best for our fraternity. That was greeted with a second impersonal request to remove the group, couched as a threat: "I am asking once more that you comply with my courteous request to take down the group..."

Recognize that my fraternity, while something dear in my heart, is a business. As such, it has a number of market segments that are of interest for it to succeed and grow. I am an alum with a proven track record for supporting the future of our fraternity through cash donations. This is an important segment. I am also delivering an opportunity to bring more alums together. Making it easier to foster opportunities for increased donations. This is really good stuff! As a business owner, I would love having a few people like that evangelizing for me!

At the very least, a "Tuned In"* organization would reach out to ask why I created the group - what was my goal? I would have told them I created the group because I noticed other outstanding National Fraternities with similar Groups and did not want us left behind. The lesson I'm trying to communicate with this case study is listen to your target market. What are they after? What would resonate with them? I've been throwing energy at it on behalf of the fraternity. I am energized. The big play is determining how to embrace me - how to bring my effort and the energy of others in full alignment with the goals of the organization. That is powerful!

Instead - I feel beat up and rejected. Today, I changed the name of the group and removed the logo. And, I'm probably not going to put much more energy into it going forward. That is tragic!

So, as your company begins to deal with customers who are Twittering about you, creating groups, blogging - reach out to them. Don't be afraid. This is no longer about control - you don't have any. What you have left is influence. So, get to know them. Help them. This stuff is not an annoyance that is going to fade out and disappear. It's time to embrace it before your competition does - leverage it to your advantage. Sermon over!

*Tuned In is another great book I am reading.