Mitch has nailed it. A lot of companies being slammed by online controversies - like Hasbro - just aren’t used to dealing with emotional, irrational and impetuous humans.

Their relationship with the marketplace is framed by the work of their distributors, an import/export firm, or a licence holder.

The issues involved are often complex, with plenty of lawyers involved. Corporate positions frequently cannot be distilled into blogger-friendly language without affecting corporate interests in liability, finance or intellectual property.

Any corporate public relations pro will recognize their dilemma.

As Mitch points out, it’s hard for a company built to a fifty year-old model to adapt to a new business flow chock full of eddies, breakers and dangerous rapids.

Increasingly, though, they are trying. People like Petro Canada or Ford are dipping their toes into the social media swamp - and taking the punches and expanding their influence.

The transformation of the corporation demands participation and understanding at many levels - not just in the marketing and communications department.

As Doug Walker points out in a comment to Mitch’s post, the simplest point of contact may just be the customer service representative - if finance, facilities and human resources help you expand your CSR force to deal with the pressures that can be generated by social media.

And that means finance, facilities, human resources, and the call centre manager will all have to understand the needs and challenges of playing in social media.
Oh - and Mitch’s other point, about bloggers demonstrating the same qualities they demand from corporations? I agree as well.

Anyone can build a bully pulpit, whether they’re a fascinating storyteller or simply a demagogue.

It takes a level of dedication and transparency to actually maintain relationships and effect change in a community - small or large.