There is a lot of fear around implementing social media in business. Because social media seems new to a lot of traditional organizations, many companies are trying to balance the harm of exposing their organization to social media against the harm of not entering the market. So what is the best answer?

The concern for many revolves around the inability to control the medium. Social media and consumer integration gives the consumer a voice in the reputation of a product. Now, consumer-to-consumer interaction means one unhappy customer can tell thousands of potential customers how they feel— a tarnished reputation is not to be taken lightly.

The explosion on Twitter of BPGlobalPR is a prime example of social media tarnishing a company’s image. The satirical Twitter account makes jabs at BP and their efforts to control the oil spill and resolve the tragedy in the gulf. The fictitious “Terry” seems to mock the cleanup efforts with a cocktail in hand. With over 160,000 followers, BPGlobalPR gains more attention as the spill continues unresolved. So should BP, like any other company, have stayed out of social media altogether?

No. The conversation about your company is happening regardless as to whether or not you are directly involved. The trialogue created by social media platforms means that it is no longer simply business-consumer. Now, the conversation moves three ways: business-to-customer, customer-to-business, and with social media’s influx, customer-to-customer. Companies need to be involved in that conversation—acting reactively and proactively. The days of waiting on the phone for hours to file a complaint or speak to a representative are gone—the World Wide Web gives companies and customers the freedom to respond in real-time.