When social media is used against companies

When social media is used against companies

When social media is used against companies

A bad experience shared on the Internet can travel

Perhaps the most important component for business leaders to understand in a social world is “experience”. A bad experience shared on the Internet can travel at a velocity that can reach millions of people over night. As people begin to identify with or share their own similar (bad) experiences – the impact on a company’s reputation and sales can be dramatic.

Perhaps more important though, is that every bad experience exposes a root issue (e.g. product or service quality, sales experience issues, etc.) that if ignored or not addressed in a timely manor can further expose a company to massive short and long-term business challenges.

… and in today’s social environment, the spark that often ignites the flame comes via a tweet, a blog post or a status update to a social media peer group.

As a result, many business leaders now realize the trans-formative power that social media can have on a business.

United repeatedly refused to listen

United repeatedly refused to listen and take corrective action after damaging the guitars of Dave Carroll. He eventually wrote a song in response, that has been viewed than 8,4 mill. times  on Youtube and had untold damage to United. Now known as the “United Breaks Guitars” phenomenon.

HP computers are racist

Hewlett-Packard, which released a web camera that supposedly track people’s faces – always keeping them centered on screen – got slammed when a buyer posted a video claiming that the product doesn’t recognize African American faces. The video, posted under the title “HP Computers Are Racist,” has been viewed more than 3 million times. Here’s the video:

 

Business leaders should use social media tools now to understand how their company’s brand, products and/or services are being used and experienced by people.  Insights gained from just ‘looking through the portal’ can provide tremendous value to any business executive, by identifying: product and service quality issues; new ideas for product and service innovations (based on how people are using); new routes to market; etc.

Social media is no longer a front-line issue for just marketing and communications within a corporation.  Business leaders must appreciate and start to understand and apply the principles of social business and social thinking to their operations – now.

 

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About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany and Switzerland.

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