Control Has Shifted to the Connected Consumer

Everyday, it seems, businesses across all industries are finding themselves in a social media quandary of sorts. They are finding it harder and harder to "control" their message. Why? Welcome to the era of the Connected Consumer.

Take the recent example from the motorsports world: NASCAR. This particular event is what I like to call the Wreck Heard Round the Web.

Background: 
On Saturday, February 23, 2013, during the very last lap of a Nationwide Series race, an incredible and extremely frightening wreck happened during which a rare, but horrible series of events took place. Large chunks of wreckage ended up entering the stands full of spectators. Approximately 28 fans were hurt, some quite seriously.

Social Media Connection:
As with any event, many fans were able to capture images and, most amazingly, actual video from just seats away, of the wreckage entering the stands. And, as is typical in this digital day and age, most images and one particular video was posted almost immediately to various social platforms.

NASCAR's Response:
Within minutes of the wreck and the preceding uploads, NASCAR officials were removing and blocking, with the help of YouTube, all fan eyewitness videos.

How do you think that went over?
Right! Not very well. The Connected Consumer was the first on the scene, the first to react, to spread the news, to share live updates, etc.

NASCAR took a PR bath over the next several hours. Theme: Copyright issues vs. News.

We'll see how it works out. Not over, yet: NASCAR Explains

But, this is just one more way the reach of social media and the Connected Consumer had a bigger, broader and quicker reach than a big business industry.