<b> Bold Interactive Inc.

The secret to controlling marketing conversations in social media is: You don’t really want to control the conversation in the first place.

Here’s what I mean.

You know the ol’ saying “If it’s too good to be true, it probably is”? Smart consumers mistrust products and services that seem flawless. They’ve learned how to assess risk and that ability actually makes them feel smart and confident.

Part of their risk assessment includes appreciation for transparent marketing campaigns. With an inherent understanding that nothing is perfect, a loyalty to admittedly flawed brands develops.

These top tier consumers are your primary candidates for brand evangelists.

Insert brand dissenters. They spread negativity about a company. Maybe they got up on the wrong side of the bed. Maybe they have a generally pessimistic outlook. Either way, brand dissenters build your brand rather than tear it down.

There is a certain credibility for brands that are flawed by self-admission (note that this does not mean self-defeating though a touch of self-deprecation can be charming). Brand dissenters support the truth behind these transparent flaws, offering up ironic credentials for companies they loathe.

Dissenters also build by furthering the conversation. They often ruffle the feathers of brand evangelists. The back and forth discourse between the two sides raises brand awareness and aids in word of mouth marketing and other viral/buzz marketing efforts.

What happens if your company is lacking brand evangelists? Many companies are tempted to “fake” it. This is a big mistake that always backfires. The painful truth is that a lack of passionate, loyal consumers means that a company has an internal problem. The product or service is not what the people want. This may not even be reflected in sales because it can be disguised as a lack of potential sales - very difficult to measure.

When it comes to conversational marketing and social media, negative publicity does not in and of itself kill a brand. A brand’s social media success is highly correlated with the essential business practices that have existed for centuries. Fulfill a need with a fantastic product.

Technorati Tags: social media, conversation marketing