Our director of business development Katie Jennings told me that, in a recent post-project conversation, our client suggested having some sort of forum to be able to share ideas and tips and to network. I thought, brilliant! Terrific idea! What a wonderful thing, for all of the clients who’ve worked with us to be able to communicate, share experiences, compare notes.


And suddenly, all of the conversations about blogs, Flickr galleries, and YouTube pages I’ve had with marcom and admissions staff members rush back to me in a moment of sudden, deadly, clarity (Hemingway also wrote about sudden, deadly clarity in The Garden of Eden, but that’s a discussion for another time). Yes, yes, yesa million “what ifs” flood the mind. Most all of them ending in damage.

But as one of our clients Henry Broaddus said, the genie is out of the bottle. We want control of the message, but we no longer have that option. This came home to me as I talked with some of our clients (again, clients, because it’s all about our clients!) about how they chose us. Sure, they read the full-color RFP response and perused the glossy portfolio. But they also googled us, checked out our individual mySpace profiles, read our blog, and called the clients we didn’t list as a references. Do I want control? I want control! But I can’t have control!

And so I swallow my own counsel. In this day and age, controlling the message is a near-certain impossibility. Now, the best we can doand the height to which we should always aspireis to convey authenticity and deliver on the promise.

Expect, then, some radical evolutions on the mStoner site in the coming months. P2P? PW2P!

P.S. Practice what we preach (in case you were thinking WTFig?).

Voltaire Santos Miran

AUTHOR - Voltaire Miran

I've developed and implemented communication strategies in education for more than 20 years now. I think my team at mStoner is the smartest, funniest, and coolest group of colleagues ever, and I can't imagine being anywhere else. Except Barcelona. Or Paris. Or Istanbul. To quote Isak Dinesen, "the cure for everything is salt ... tears, sweat, and the sea." Find me on

  • nprater

    Voltaire – I love this idea. Did you see McGovern’s related article this week about “Honest marketing works on the web?” See – Nancy

  • Voltaire Santos Miran

    Great article, Nancy, thanks for sharing it!

  • generoche

    Great post.  One of my graduate students used to remind me regularly that “you can’t give away what you don’t own.” Her point was that teachers who have never experienced the minute-to-minute challenge of using blogs, comments, pings, trackbacks, technorati, and Skype really can’t be of much help to their students in using those tools in *their* learning.

    I’ll looking forward to seeing the “radical evolutions” and how you can use that learning with your clients.

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