An email for a conference arrived the other day, and it enticed me with the tag line:

Learning how to leverage Web 2.0 and Social Media sites to market your brand and control your message

This got me wondering can brands really control their message using social media?

One thing I know from experience with social media is that it is like quicksilver, easily slipping around barriers and constraints. The behaviour of people in social computing situations is mercurial and whimsical.  Sudden memes arise, become active and then die off as quickly as they came.

Social computing environments enable highly reactive and emotionally driven behaviour.  For example, often a rumour will circulate, followed by a wave of anger and reaction.  Then as facts filter through a more reasoned response develops.

However, these platforms also enable groups to mobilise quickly to address concerns and to take action on issues that galvanise them. In short, a bunch of people on a social network can sometimes behave just like a mob in real life.

This can work against brands very easily. Two g