I was reading an editorial by Jonah Bloom of Adage titled, “In a crisis, don’t get too distracted by Twitterati” in which he essentially says that social media people are the one’s that fuel the fire when brands screw up.
To which I might say, “What’s wrong with that”?
In the social media sphere, yes the mob mentality does it exist. And when things go awry for brands, bloggers and the Twitterati alike, will flock to the subject and beat it to death- points taken and noted. I get that.
Saying that Brand marketers can’t respond to the Twitterati and or bloggers “because of the incredulity and self importance of their wailing”, couldn’t be further from the point.
The problem is, brands are afraid to engage. They are afraid of putting a face to the brand, and they drag their feet. When in actuality they have the perfect vehicle to be proactive-social media. But instead they are still sitting around deciding whether they want to engage their users/consumers using social media.
What are you waiting on? A crisis?
Don’t blame the promoters and champions of social media for the mistakes that a brand makes. And don’t blame them for the mistakes that a brand continues to make after the fact.
Social media pundits, champions and promoters are just as quick to ask why a brand has not done something, as they are to point out when a brand does something great as well. In fact Peter Kim provides a huge list of companies enagaged in some aspect of social media. A positive.
Beth Harte just did an awesome post on a Dominos franchise that’s getting it right…another positive.
But I suppose that get’s overlooked since it’s an inconvenient truth.