Hey, companies ... you still control your brand. Don't screw it up!

One of the most awful phrases ever coined by social media boosters is the "consumers control your brand" mantra.

I know it sounds nice and scary -- especially if you're selling social media services -- but it couldn't be further from the truth. The idea that companies have no control over their brands is just flat-out silly.

Brands are about image and experience, emotion and passion, logic and abandon. And those attributes are carefully crafted and nurtured by the way wise companies position, sell and service their products.

Why do I believe a Tag Heuer watch is better than a Timex, even though I've never owned one of either? Because some guy created a video on You Tube about it? Or because Tag Heuer spends millions and millions of dollars diligently developing an image of quality and style?

Why do I drink diet Coke and not Sam's Choice cola? Because I read about it on a blog, or because I like the way it tastes, the way it makes me feel and its ready availability?

I think you know the answers.

Yes, today's consumers have more forums than ever before to bash or praise the brands they use.

And yes, some -- a small percentage -- will take the time and effort to create content around brands they like or don't like.

But you mean to tell me that Apple and Nike and the like have absolutely no control over how their products are positioned and marketed? That it's all up to some monolithic group of bloggers and podcasters and MySpace/LiveJournal users and guys in Topeka with a video camera and a broadband connection?

I'm just not buying it. You shouldn't either.

Social media gives us the ability to communicate more effectively with consumers -- to hear from them, understand them, relate to them. It's about inviting consumers inside to chat, not turning over the keys to the house.

If you work in marketing, PR, advertising or even behind the counter, you are responsible for your company's brand. Don't give it away.