Clients often ask me whether or not their brand needs a profile on social networking sites like My Space, Facebook or Twitter? My first instinct is to say yes. On face value, it’s the latest step in a media evolution that started with Jesus’ soapbox and continued with Guttenberg’s printing press. It’s the medium of the moment so absolutely embrace it. It’s an opportunity for a brand to engage with a consumer in their own playground and allows the public to air positive thoughts about your product.

But what if it’s not all positive. What if people want to share negative experiences or competitors are looking to sabotage your business. There is a certain level of control you have to relinquish when you enter this realm but then again that’s what makes it so much more real. And in this age of ever increasing consumer cynicism, exposing your brand and being more vulnerable may be the key to effective 21st century marketing.