Last week, I was consulting for a day at a major social services provider in the northeast. We were exploring ways they can get information — news, events, fundraising — to target audiences in addition to or, at times, instead of relying on traditional media. We developed a strategy for utilizing parents who are involved with the organization as ambassadors, as living, breathing news services.

“And many of these parents will have Facebook or MySpace pages,” I noted matter of fact. “Those that do, ask them to post information, put it in their feeds.”

What I thought was a simple, end-of-the-conversation, tail-end addition to our strategic discussion launched quite a debate. The organization’s lead communications staffer was steadfastly against it. She didn’t want her organization in any way connected to the uncontrolled information and materials that one of these parents might have on their Facebook or MySpace page. Because she couldn’t control what somebody said or posted on his or her page, she didn’t want any news or information about the organization appearing on anybody’s Facebook or MySpace page.

I told her she was being short-sighted. Facebook, MySpace, and other social networking sites are another way that people communicate, and asking somebody to use this means of communications to share information was no different than asking them to talk about my news or event. I can’t control what else the person might be talking about. I can’t control whether the individual is a “decent” person, nor do I need to. Because, as I also pointed out, there’s a difference between branding and distributing information. I’m not urging the organization to put its logo on somebody’s Facebook or MySpace page. I’m urging people to talk about the organization — and if how they “talk” is through Facebook or MySpace, then, to me, that’s just fine.

The fact of the matter is, information dissemination is more and more becoming “many to many” — individuals now have the means to distribute information directly to countless communities. Trying to control it is counterproductive. Understanding how to utilize it is productive.

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