Despite impressive numbers like Facebook growing 43% in Q2 of ‘09, or Twitter growing 1,000% plus this year, or that YouTube videos get accessed 100 million times a day (literally,) there are still businesses reluctant to formally enter the social web. The greatest fear I hear from clients: loss of control of the message. I get it, and I get why it’s scary.

Companies are used to being able to craft, test and target messages through specific channels where their intended audiences would receive those advertisements. It’s nice and neat. While the channels evolved over time and it was not a perfect model, there is no disputing that the company controlled the message and how it was distributed. This was true even at the onset of Internet advertising.

It was comfortable and created symbiotic relationships for marketing departments, corporate executives and advertising agencies. Then comes along the “social web” or “Web 2.0” (pick your own favorite,) and all of a sudden almost anyone can add content and spread messages across the web. It was and continues to be transformative. People are connecting, reconnecting, networking, talking, tweeting, friending, tagging, digging, sphinning, re-tweeting and more. The social web is game changing in terms of how messages are shared and how companies are conceptualizing online marketing.

Some have embraced it with open arms. Dell reported selling $3 million in merchandise on Twitter in the first quarter of 2009, in a slow economy. Zappos is the quintessential case study for using Twitter for customer service. Coca-Cola is consistently at the top of the brand list for Facebook engagement with more than 2 million fans. There are still those on the opposite side who continue to resist entering this space.

Social networking and Social Media are not going to go away. eMarketer published a new report August 26, 2009 that indicates while 59% of brand marketers participate in Social Media marketing currently, that will skyrocket to 82% within a year. Also, in the long term, fewer than 13% report no plans to enter the social space. This is encouraging news from my point-of-view.

Here’s the bottom line, even if you do not think your company is ready to participate on the social web, consider the following:

• Your customers and potential customers are and do interact in this space. They may be looking for you there.
• Your competitors are already participating, or likely will be soon.
• Participation about you in the online social space will happen. The question is will you know what is being said, or will the users of the space have complete control over that dialogue?

Social Media is not a fad that is just going to go away. Forrester Research data released on August 25 of this year showcases just how unavoidable social content is. They reported that this year more than 80% of web users are creating, participating in, or reading some form of social content each month. Social Media is unavoidable, and the time has come to embrace it. Social networking sites are and the virtual version of personal interactions and word-of-mouth advertising that always has and will happen inside of those circles. This is the first time where companies have the opportunity to listen into those conversations. For the first time in advertising history, the social web provides an opportunity to monitor what is being said inside of those circles in many instances.

Am I saying dive into Social Media marketing and engagement hear first? No, not at all. This does not mean all companies should start tweeting, or Facebooking. This does mean that the time has arrived to come off of the sidelines and start planning for how to enter the space. This may be monitoring, planning, profiles, engagement, or more. The point for those who have resisted entering the social web, it is the time has arrived to dip your toes into the water and overcome your fear of losing control, and welcome to the information transformation.