Australia has yet to embrace social media.  While it’s tearing across North America and Asia, the slow roll-out of broadband nationally has impeded its development Down Under. 

Many clients are concerned when discussing social media.  They believe opening the door means unfettered access to all consumers on all aspects of the company. 

If looking for a way to start, think “narrowcasting.”  Companies can begin one program for one product aimed at one band of their consumers. 

Dove took their “evolution” campaign to consumers to build understanding that beauty - as currently defined - is perhaps too artificial.  This targeted “real women” and didn’t aim to solve all issues for all products.

A consumer goods company might look at one product and one consumer subset - such as how a sports supplement helped athletes achieve results. 

The goal is to find new ways to engage consumers in an arena where they are comfortable.  On-line is an open, sharing environment and successful companies are opening the door to social media and finding new ways to engage with their consumers.  Come on Australia, come on!