Think again. With the technology available today, you must accept the fact that you can no longer completely control your message if you want to engage your customers.   The graph above illustrates this perfectly. The more directly you try to control your message, the less aware and involved you will be with your target consumer. If you are willing to give up a bit of control and jump in to interact with your consumers, you will have an opportunity to influence the message from your actions.

Ultimately,  involvement in the community will define your message, not some glossy ad or brochure. People will watch how you interact, take care of problems and answer tough questions and form an opinion about your brand from what they see and others say about you.  How your community feels about your company or product will carry more credibility and reach many more people than possible through traditional marketing channels.

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