Social media guru’s the world over will tell you that if you want to get into social media do your best not to own your content. This is a difficult concept to understand. Control is all we know. How can something benefit me if I don’t make sure it does?

Well this video from TED shows us just how Greenpeace fought the control battle and lost. They lost the control battle but won the battle that really mattered – SAVING THE WHALES!!

I hope this video adds a bit of insight into what happens when people outside your company own your brand.

TomorrowToday Global