What is Control Anyway? Changing Perspectives for Survival in the Online Space

People have always been obsessed about control. One of the most important sociologists describing the notion of self, Goffman (1959), developed a dramaturgical model, emphasizing that individuals engage in performances in order to control (to some extent) other individuals` impressions of them. As such, individuals either give or give off expressions. That is, they either give out information about themselves intentionally (verbally, non-verbally, but usually controlled body language), or non-intentionally (body language and facial expressions which cannot be controlled).
Same thing happens in social media. An enthusiastic Social Media or Marketing Manager gives a compelling message, meant to attract thousands of shares and likes and pins and views, and the list goes on. Then, one segment of the public returns with unanticipated and negative feedback, throwing out accuses and complaints about controversial campaigns (some really interesting examples can be seen here).
With respect to the social dimension of social media, and considering the hype around online crisis situations and the focus on communication practitioner`s lack of control, I must say that control is overrated anyway. What ever happened to natural interaction and engagement? Is that too hard to achieve? Maybe holding back the focus on volume and bringing more strategic emphasis on quality could reframe the way control is viewed in the first place. Neither marketing, nor communication practitioners can control messages, or information disseminated through social media, especially considering the growing numbers of tech-savvy users, who are constantly updated on ways to potentially ruin an organization or public figure. But instead of fighting these limits, threats, disadvantages, risks etc., of social media efforts, how about promoting what symmetry is really all about: credibility, transparency, trust, taking responsibility for mistakes and genuine interest in publics` needs?

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