Seth Godin is once again ahead of the wave with the launch of Brands In Public.

The logic is simple, today, you cannot control the conversations that occur about your brand or business, they happen across the myriad of access points to the web, so the next best thing is to assemble the conversations at a common point, and give yourself the opportunity to participate.

Brands in public gathers the conversations, and offers a point of intersection between these conversations and the brand owner. At least, you then have a place at the table to counter the nonsense, put forward the facts, and perhaps add a bit of steerage to the process.  

Wonderful idea, so obvious with hindsight, executed with simplicity.