chapter 11anti-social mediafears and hazards of the new landscape

the question is inevitable and invariable: It comes without fail at the end of one of my speeches/when I meet a new consulting client/when my seatmate on the plane finds out what I do for a living. The question? “What should I do about social media?

Let me first dive into the undercurrent contained in this questioning. I believe what people are really asking is, “Micah, isn’t it dangerous out there for my brand, my company, myself, in social media land? Can my brand really survive out there, with the floodgates of social media opened? How do I even have a prayer in this new landscape where any fourteen-year-old with a grudge can damage a brand’s reputation, and even the most unjustified, ...

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