Join the Conversation: Let's Chat!

Note: I agreed to receive a free book in exchange for writing a review of Joseph Jaffe's Join the Conversation. That declared, I liked Joe's book, and recommend it to all business decision-makers, in all sizes of businesses. It is an important book on an issue that confronts all of us in business today or who plan to enter business tomorrow: How do we talk with our consumers in order to engage them?--Lewis Green

Since book reviews on Joe's book are hitting various blogs, I decided to take Joe's advice and, in place of a review, engage my readers in a conversation about something he wrote that really hit home for me and resonated deep within me. It is, for some, a warning shot across their business and personal bows--that engaging people in discussion can be harmful and hurtful. There are no guarantees.

Following, in Joe's words, is a truism that every business person and everyone who engages in conversation (online and otherwise) must be aware of and prepared for:

Excerpted from Page 5: "In social media, everyone is a critic--This is a critical point and one which you're just going to have to come to terms with. You're just never going to please everyone all the time, and your real test will be in how you deal with the critics and dissidents. In fact, I would go so far as to say that how you deal with this element of conversation might very well define you (your career) and your brand."

Amen, brother. In the last 18 months of sharing my thoughts here and visiting others at their social media sites, I have read and heard every emotion, from love to hate, and have been both a beneficiary and a receiver of those emotions. I have not found it to be a problem. At the end of the day, we should say and write only what we believe to be true, even if it offends those with whom we disagree. Otherwise, we offend the truth. On the other hand, we should write and speak carefully, choosing positive words when possible, and using a tone showing respect and dignity to all people. But going without disagreement is a bit liking never taking a risk: Not much--good or bad--will ever result.

As Joe says, what matters most is how we react. Since happiness is far more important than being right, let's make every effort to work through solutions. Compromise, forgiveness and even an apology occasionally work better than confrontation. However, sometimes confrontation happens, and sometimes forgiveness doesn't. In business, the brand takes a hit; in life, our heart takes one.

Therefore, social media may not be for everyone. Although I believe firmly in its power to do much more good than harm for both your business and your personal life and that it is a strong platform for doing good, non-risk-takers and the very sensitive may want to choose other ways to reach others.

So, I want to engage you in conversation. Tell us your stories about critics and dissidents. How did you deal with them? How did or do they make you feel? What, if anything, would you change to avoid a specific instance or to find a solution once the bomb exploded?

Book Details:

Join the Conversation, How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership; by Joseph Jaffe; John Wiley & Sons, Inc.; Hoboken, NJ; 2007. Available at Amazon.com. The book’s website: www.jointheconversation.us.

I give the book a big thumbs up!