December 4: You Can't Control the Internet

The Internet is a free flowing marketplace of ideas, expression and conversation. It is a little scary for businesses today because they know they need to play in this space, but it is hard to control.

The old paradigm of business communication involved carefully crafting a message for consumption. This approach no longer works because today's market is controlled by consumers. Not only that, consumers are suspicious of companies that try to keep control.

So if you are ready to jump into the web marketplace, strap on your seatbelt, take a deep breath and enjoy the ride.

How could you give your customers more control of your message on the net?