Why You CANT Afford To Ignore Social Media And The New Consumer Driven Online World

I was reading how Komen’s CEO is now really “bummed” out over the controversy they created. You can see it here: Source. The bottom line is people called out the hypocrisy. They were basically saying they were like a group saving Baby Seals from Clubbing but deciding that “certain Seals can get clubbed if they belong to the wrong group.” People arent stupid. Its a huge lesson on how to trash a Brand overnight. The internet is keeping a permanent record of gaffes in a multitude of Brand failures.

Theres a new Sheriff in town, its the Customer. Business is changing and now it is a New Consumer Driven Online World. News moves almost at the speed of light. People are reporting Live in real time at the scene, before it can make the nightly news. I hear many companies telling me they are waiting to see how Social Media will turn out. Burying your head in the sand or deciding to play ignorant is disaster waiting to happen. Just like real life, saying you didnt know the “laws” wont save you from a Brand PR disaster if consumer driven social media calls you out. You’ll still be punished.

While its important to be proactive and build success in Social Media and Brand reputation, can you afford NOT too? What PR disaster are you waiting for to trash your Brand with. Social Media just isnt about Marketing or PR. Its about understanding that business dynamics are changed and everything is become transparent. Your rules, policies, motivations, executives and employees are all being judged along with your Brand. A PR crash leaves behind a permanent record that shadows your Brand forevermore.

The world is moving online, are you mastering it yet, or waiting until a disaster drags you into the spotlight?