Doug Frisbie is the Toyota national marketing manager that took over right before their crisis. He said something that I think is really profound: “The price of inactivity is greater than the risks of anything we’d be doing in social media.”

In talking with lawyers across the country I still see a great reluctance to embrace social media and undoubtedly a lot of it is rooted in fear. The fear is that they will be criticiized or that their social media efforts will have a negative impact on their brand. If you have these thoughts, I encourage you to ponder what Mr. Frisbie said: “The price of inactivity is greater than the risks of anything we’d be doing in social media.”