If you live in a part of the country where you don't have to drive in the snow, stop reading now. Nobody likes you. However, if you have to get out in the white flaky stuff to get to and from work, run errands, pick up kids, I hope you appreciate this.

It's a bit cliché-ish, but many of the social media pros say that businesses need to participate in social media because they no longer control THE conversation. That's true. But companies have never controlled THE conversation, in my opinion.

But companies can have control over THEIR conversation. Hear me / read me out.

Everybody is told that when you drive in the snow, you should take your time, be patient and leave some space around you. Take your time. Be patient. Leave some space. Sounds a bit like social media.

Then when you're out on the road, you never want to change direction aggressively, slam on the brakes, or lose control of your car. Don't change direction aggressively. Don't slam on the brakes. Don't lose control. Sounds a bit like social media.

And if you follow these rules, you can steer your car to where you want to go, barring an accident. And at times, everybody has an accident. There might be times where you slip or fishtail a bit, but you're in control and get to where you want to go. Sounds a bit like social media.

So while companies can't control THE conversation, they can certainly steer THEIR conversation where they want to take it. So what about those people in the SUVs who floor it, ride bumpers and pass people in slippery conditions. Don't worry, they'll end up in the ditch. Just like THEIR conversations will.

What do you think?