One of the most significant changes that the social communication model has brought to marketing is that companies now have far less control of their messages.

The statement highlights an important shift in marketing driven by the social communication model. Here are some key points to consider:

1. Decentralization of Message Control: Previously, companies had a significant level of control over their marketing messages through traditional channels like television, radio, and print advertising. The emergence of social media and online platforms has shifted this dynamic.

2. Consumer Empowerment: Consumers now have platforms to express their opinions, share experiences, and create content related to brands. This empowered consumer voice means that company messages can be altered, interpreted, or even challenged by the audience.

3. Engagement and Interaction: The social communication model encourages two-way communication between brands and consumers. Companies must actively engage with their audience, listen to their feedback, and respond in real-time, which contrasts with the previous one-way communication flow.

4. Viral Potential and Real-time Feedback: Messages can go viral, and companies can receive immediate feedback on their campaigns. This requires marketers to be agile and ready to adapt their strategies based on consumer reactions.

5. Reputation Management: Companies’ reputations are increasingly in the hands of the public. Negative reviews or backlash can spread quickly, making reputation management a crucial aspect of modern marketing.

6. Content Creation: User-generated content has become a significant element of marketing. Brands often rely on their customers to create and share content, which can enhance authenticity and trust.

In summary, the social communication model has democratized marketing, reducing corporate control over messaging and placing more importance on consumer engagement, feedback, and content creation.