Brit Stakston from JMW Kommunikation, presented on the state of mind companies should have when using the power of Media.

I don’t remember much and I wasn’t taking notes (for some reason) but what I remember she mention is regarding something about not getting what the the media mix was about. They say that the Internet is like the wild wild west without moral values and its out of control. And as Brit pointed out that in the real world also bad things happened.

I made a comment on how the company Procter & Gamble fired Axel Bringéus for his blog and how I was surprised. She replied about how the blogger backed out and didn’t defend this ground. And that he might have been paid really good money because it’s not easy to be fired in Sweden.

She made a good point: if your blog or whatever social media creates some controversy and puts you into trouble, the least you could do is defend it. Basically if you don’t defend it you are saying “you don’t care”.

Companies should learn how to deal with these issues and like Brit points out, understand full the media mix. Take for example what Nike did with in 2006, when it uploaded a video on YouTube. It looked like it was made by a fan filming Ronaldinho and showed off his skills with some new shoes, plus hitting the goal post various times with the ball. Based on the report by Inc.com fans first thought it was a legit fan, but then where upset that it was posted by Nike. But the buzz was created and did what it was to do: promote some shoes.