Giving up the illusion of control

11/17/2009 | Harvard Business Review online

Maintaining control over your brand in a world of blogs and social media is an illusion, writes MIT researcher Andrew McAfee. Confident organizations are embracing this trend rather than fighting it, he writes. At MIT, the admissions office pays selected student bloggers to write about their experiences, and posts are not edited by school officials. "Are you ready and willing to let more internal voices communicate and shape your brand over time?" McAfee writes.

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