Nothing in the ICCO's World Report 2010 is surprising including that "As interest in the exploitation of digital channels grows, public relations consultancies are increasingly positioning themselves as experts in the field, especially when it comes to managing an organisation's reputation online." (The ICCO is the umbrella organization for communications agency trade associations in 28 countries)

But here's a tip: If you are thinking of expanding your agency business internationally, forget Sweden where most consultants find that "companies perfer to mee their digital needs entirely in-house or via specialist sub-contractors". Instead head for Norway where "communication via new technologies is the domain of external providers, and 100% of consultancies offer these services". Demand and supply are growing.

The opportunities are in Portugal, Slovakia, Slovenia, Czech Republic, India, and Turkey where communications consultancies are apparently slower to add social web expertise to their range of services.

Since we have so many social web experts in North America, maybe some should think of setting up shop in these under-served countries.

The plaintiff's bar, according to Richard Levick, "has asserted digital dominance over the defense. In countless class action engagements, plaintiffs’ attorneys have outpaced the companies they target in search engine marketing and optimization (SEM and SEO), in the blogosphere, and on Facebook, Twitter, and YouTube."

The same can be said for companies under attack by activist groups and angry citizens. Activist organizations are much better at using the social web in attack mode, although they nearly always have far fewer resources at their disposal than their targets. The examples are legion, from Nestle to Toyota to critics of the development of Canada's oil sands.

It isn't so odd really. To use the social web to greatest effect, you need quick decision-making, nimble approval of content, faith that public opinion matters, and willingness to let others speak for you . . . in other words, actions counter to the command-and-control and circle-the-wagons mindset that overtakes the C-suite in a crisis. Unless it is proved that public opinion will influence the purchase behaviour of a company's customers, piss off regulators or make investors unhappy, there is a propensity for managers to equate defense with inaction.

But that isn't the best strategy. As Mao Zedong said "the only real defense is active defense.", which is a good description of what companies should think of doing online, and a more felicitous strategy for the social web than the common adage that 'the best defense is a good offense.'

Companies don't need to be combative or belligerent as might a plaintiff's counsel in the U.S. But they should offer -- and be willing to discuss -- a point of view using social web tools for three reasons:

1. A transparent, fact-based story shared with appropriate humility (if a mistake has been made) and discussed will get traction with non-aligned, non-dogmatic (yes, there are some) social web participants. The critics on the social web may shout the loudest, but the conversationalists and collectors can have political impact (Note . . .  Forrester Research social technographic categories)
2. The ubiquitous use of search -- on any platform (Google, Twitter, YouTube etc.) -- means that the company's angle on an issue or problem at least stands a chance of getting exposed to  non-obdurate or non-ideologically driven citizens.
3. Digital memory is timeless and the next time something happens to the company that digital retrospection may not just be of a mess but also of an accurate explanation.

Take a look at this description of an activists' training summit being organized in seven U.S. cities this spring and summer:

The following training courses were designed for the grassroots and focus on key areas of effective activism.

Grassroots Organizing:

• Creative Leadership
• Micro-targeting Precincts
• Building Effective Coalitions
• Media Training

Online Activism:

• Online Image Management
• Blogs and Wikis
• Patriots 2.0
• Creative Messaging

I know what you're thinking: It's just another left-wing fringe group preparing for the G20 Summit in June in Toronto or a protest over some environmental sin or other committed by a multinational corporation somewhere in the world.

Not this time. The social web activist boot camps are part of a series of 'Post-Party Summits' organized by a group announcing "the beginning of the new American Revolution, one in which we organize for liberty and take back our communities from the political class." That's right . . . The Tea Party, or one of its sister organizations on the right, is looking to train its supporters in social web influence strategies.

Ironically, it may be that the Obama presidential campaign's successful use of the social web has given the "enemy" new ideas for grassroots organizing.  

Let's be honest, most consultants have felt it at one time or another . . . the frustration of having your counsel questioned in a way that evidences a lack of respect for your experience and expertise.

It seldom happens with lawyers, accountants, physicians and probably management consultants with McKinsey and Company; but often with communications consultants, web designers, advertising copywriters and creative directors.

So, thanks to Dave Fleet for pointing to a little lighthearted push back (especially the penultimate sentence) at Agency Smackdown.

Thanks to a former colleague - Sharon Fernandes - for directing me to this YouTube video. Warning, though, you need to watch it all the way to the end to understand exactly what is going on. It's less than three minutes long.

While the video is about book publishing, there are important lessons in it for anyone in an organization responsible for its interaction with customers, the public or communities . . . be careful how you judge what they value.