Why blogging beats brand control

11/16/2009 | Harvard Business Review online

In the age of Twitter and Facebook, brand control is an illusion, writes Andrew McAfee. Companies should quit trying to keep tight control over their brand, he adds, and instead give company insiders the freedom to dive into the online fray without censorship or guidance. "Leading organizations are embracing this trend and ... giving up tight control even when and where they don't have to," McAfee writes. "It's just tremendous marketing."

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