An interesting study has been released that shows corporate messages are having a harder time remaining intact – defined as significant distortions of the originally crafted messaging – in coverage on blogs and other social media outlets than they are through the mainstream press. Key to the distortion are the insertion of people’s opinions, personal experience and other factors.
See here’s where having a full-fledged publishing program (read: not just a couple social network profiles, though those are important distribution points as well) comes in handy. If people are getting their message straight from you and come back to that carefully crafted message when they read someone else’s take that means you are still in control of that message. It doesn’t have to be something that’s released in to the wind with the best of intentions and a set of crossed fingers. It can be referenced continually through links, responded to through comments and more.