Do You Actually Own Your Brand, When Social Networking is Growing?

Some day we are going to look back at this period and wonder "what were we thinking?" about how social networking is integrated with business processes. Consider "branding," the creation of a company image. These days, an actor can do so much. After that, users take over.

Recalling my management studies in grad school, is "leadership" something leaders do, or is it something "followers" give? That's leadership as distinct from bureaucratic management (I give an order and you follow it). Think of the normal military chain of command--that's management--and contrast it with combat leadership.

Managers must be obeyed because of their roles. Leaders are followed for different reasons.

Management is the sum total of all the efforts firms make to create and sustain a brand; brand leadership is the voluntary assent of consumers to agree with a firm's promise, or to give the brand a new promise.

What is clear is the serious attention enterprises now are giving to social networking and how to use it.

http://www.businessweek.com/smallbiz/running_small_business/archives/2009/05/social_networki.html