Be Good
A great article in the FT this week by Sarah Murray (behind their paywall) about the power of the internet to make consumers powerful broadcasters. It ends with four quick tips for companies planning to join the social media space:
- See what’s out there. New services can help companies analyse their online reputations. Blog-focused search engines such as Blogpulse or Technorati allow companies to search by keywords.
- Respond pro-actively. Companies need to take part in discussions about their brands; these discussions will take place regardless, often in the most unpredictable ways. The discovery of the geyser-like effects of putting Mentos mints into Diet Coke or Pepsi led to thousands of videos on YouTube demonstrating the phenomenon.
- Manage online conversations. Companies that enter the blogosphere need to be prepared to post even the most critical comments about their brands, products or behaviour. They also need to respond quickly and with the right voice. Communications that come across like corporate press releases will attract criticism.
- Match rhetoric with action. No amount of online communication will save a company’s reputation if it is not reflected in its behaviour. And any gap between corporate pronouncements and corporate action will be quickly spotted and will be generally derided.
The last point is particularly important, controversial and interesting. As Katy Howell of Immediate Future told me a few months ago, this is an age where a company’s wrongdoings might be blasted across the internet in a matter of moments. There really is no damage limitation that can be applied except being good.
Thanks to Drew for the tip-off and more.