Barack Obama's campaign has discovered what the Scion car brand is also implementing. To be truly effective in spreading the word, you have to give up control. This means that you have to be prepared for participants to say bad thinks about you as well as good.
This is the major reason why few businesses will ever be really successful at this. Their instincts, like any dictator are to completely control all the messages. This ends up hurting the company more than it helps. Companies have to learn that in order to spread the good word, they have to risk some negative comments, or the mere suppression of them will reflect poorly on the company.
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