** This blog has moved. Please bookmark http://www.contrarymarketing.com/blog/ **

In a previous post, I discussed how switched-on stars are using social media to side-step unwanted spin.

Today, TheNextWeb have a revealing story showing actor Ashton Kutcher to be even more cutting edge: he used live streaming mobile service Qik to record the baiting of paparazzi as he and his wife Demi Moore arrived at an airport.

As well as being a sobering insight into the flipside of celeb life, the skirmish shows how the balance of power is shifting between brands, media and consumers. By presenting footage openly to fans, Ashton and Demi make it harder for anyone to misprepresent them. Smart.

This matters to regular products too, especially those in ‘controversial’ categories such as oil, fast food or where marketing to children is concerned. In these cases, ensuring your side of the story gets across untainted is vital.

But mainstream brands often struggle with social channels and many simply opt out. Conversations about them still happen, pictures still get posted and opinions still get formed – it’s just that they’re not involved.

It needn’t be difficult. If you’re transparent, conversational and, most of all authentic with your use of new media, you stand a much better chance of being heard.

** This blog has moved. Please bookmark http://www.contrarymarketing.com/blog/ **

Jonathan Ross and Stephen Fry hesitantly introducing Twitter to five million Brits will surely lead to more companies taking the leap into social media.

And no-one will care.

Simply ‘being on facebook’, ‘having a blog’  or ‘getting a Twitter account’ won’t make your brand cool. In fact, get it wrong and it’ll be brand negative – like your dad dancing. Wearing a baseball cap. On backwards.

This is not because new media is a voodoo understood only by the geekorati. Far from it. As always, it’s about applying brand basics to new opportunties.

1. Own the category

Good brands know all about laying claim to the broader territory they operate in. It shows confidence, assumes leadership and educates consumers and customers alike.

Let’s say you sell coffee. Don’t make your blog just about your product activity. That might be fascinating to your colleagues, but not to the rest of us. Broaden your thinking and write about great coffee generally. About the bean growing process, about the best home espresso makers, about the Sunday papers and capuccino moment.

2. Know your brand

You know that old exercise about “if this brand were a car, what would it be” or “if it were a film”? Well, you’re going to need to know the answer to these questions. Knowing your brand’s tone of voice and view on the world is essential if you’re going to convincingly take part in online conversations. Southwest Airlines and Dell are getting it right.

3. Be where your customers are

It’s good to have a forum on your website and engage with people. But it’s better to be elsewhere too. You should come across as passionate and really taking part in the community. Practically, this means taking part in conversations wherever they happen, not just on your doorstep.

Get involved in whichever forums your customers use, no matter who runs them. But that does mean genuinely making a contribution, not just talking up your products. It’s the difference between being a gatecrasher and taking beer to the party.

** This blog has moved. Please bookmark http://www.contrarymarketing.com/blog/ **

A-list evidence of the mainstreaming of social media marketing: Britney Spears’ people are looking for someone to manage her presence on Twitter, Facebook et al

This is no gimmick – it’s the right way to manage her reputation through engaging with fans where and how they spend their time. It also allows her to side-step media spin and position herself exactly as she wishes.

More traditional products and services must wake up to the opportunity and threat here – their brands are already being talked about on the net – they’re just not involved in the conversation.

** This blog has moved. Please bookmark http://www.contrarymarketing.com/blog/ **

Contrary, social media savvy marketing from Burger King. De-friend 10 people on Facebook and get a Whopper