A tough one, eh? I know what a television is for. I know what a book is for. I know what a window is for. But, what is the internet for?

Entertainment, news, music, shopping, hobbies, births, deaths, information, gossip. You name it. The internet has it.

The only conclusion is, that the internet is for living and everything that comes with that. Messy, boring, obnoxious and funny. Sad, mad, exciting and frustrating. Life.

No wonder businesses are clueless. They are trying desperately to stay in control. Just like they were in control with other mass media.

But wait, it is not a medium at all. It is life. How do you control life?

When you think about it that way, it actually becomes utterly ridiculous. The local grocery store trying to shut you up when you realize that the milk you just bought has gone sour. “Mr. Customer, our terms of use prohibit you from telling anyone about the milk”. The local bookstore coming over and telling you that you have to put your books in a shelf, instead of in a pile on the floor. “Our company policy states that books must be kept vertical at all times”. A record label demanding compensation when you sign a lullaby to the kids. “Sir, you are in violation of copyright law”.

Life. Deal with it.

Tippingeurope has a good post on brands and social media. I do agree with most of the conclusions but one fundamental question comes to mind.

What should a company or brand do if forced in to a social media setting?

“…But don’t go there if you are unsure or don’t fully know what you’re doing, since even if you are well intentioned, your brand will pay dearly…”

I think saying “don’t go there” is not an answer. It is just postponing the inevitable. Look at the music industry. They tried the “don’t go there” alternative. And now they are paying.

The companies that are really feeling the heat are the ones that do not have a choice. They are the ones that have a big problem.

The thing is, it is not just about social media. In my opinion, social media is just a label that is used far too often these days. Year 2007 was the year of social media, this year it is going to be something else.

The important thing is to look at the big picture. Digital media has given consumers power and it has taken power away from companies and brands. Being “real, authentic, open, democratic and transparent” is not only about social media. It is about every part of business. You do not necessarily have to enter social media (What the hell does that even mean? And I should know…) but you do have to change the way your company operates.

First thing to do is change the company culture. Get everyone that matters on board and go for it. Yes, it will be difficult. Yes, it will hurt. But it is the only way. Then think about entering social media or whatever the hot topic of the moment is.

Social media will not be the end of change. It is just one entry in a long list of changes that are coming. Many of them have roots in digital media, many do not. The wise companies and brands are prepared for change, be it social media or something else.

An afterthought: Consumers are people, employees are people. How come the same people think totally differently when they switch from being consumers to employees?