If you keep up with the social media conversation like I do, you’re familiar with the concept of “controlling the conversation.” It’s touted as one of the big benefits of corporate social media use. I’ve even written about it before. (Twice, actually.) Well, PR and social media blogger Lauren Fernandez recently taught me that I shouldn’t use the word “control” because all anyone can really do with social media is initiate and react to conversations. This reaction can try to steer a conversation, but, as Lauren says:

People aren’t robots. They are going to say what they want, how they want about your product.

It’s good to clarify this distinction. A company can delete negative comments on its blog posts (but ethically shouldn’t), thus controlling the conversation in that venue, but it can’t delete negative tweets or really any other online conversation about it. The most beneficial thing an organization can do is respond in a timely, thorough and personable way. No stock “We’re sorry to hear that you’re dissatisfied.” I think people are aware that a company would be sorry to hear that! I wish more businesses would react to the meat of the problem and try to steer the conversation that way instead of regurgitating the old practices of customer service. They no longer have a whole 8 1/2 x 11 page to respond; now, it’s just a few lines, if that.

Go read her post and all the comments. She’s got some smart followers.