November 28th, 2008 by Sten Franke
From failures one learned – writes the influential marketing blog in reference to companies utilizing social media and it sure does fit. Crisis in brand communications can lead to new approaches in daily basis for improvement of brand communications. Dell and Comcast are two shining examples of how powerful social media as relevant communication channel can be for their brands reputation. Comcast, as well as Dell had to experience it first based, what it meant to be in social media communication crisis. From clips of Dell flaming laptop to sleeping Comcast technician on the couch circulating in YouTube, both brands finally saw the long lasting imminent threat for their brands reputation through these social media activities of users and consumers. Ultimately, they recognized the need to change and now both brands actively embrace the social media tools. In short, lessons well learned by both brands.
Unfortunately in Germany, reputation management in social media is yet to be managed accordingly by vast majority of PR executives. This was my assessment taken from my experience in PRofile 08. The conference focused on ways of PR in social media and it also emphasized on the existing lack of interests in social media due to the absence of invited PR execs and companies spokesperson. In particular, Mrs. Annete Kahre (Melitta Kaffee spokesperson), from my point of view, she might have misunderstood what social media is actually all about, it is more than just about monitoring blogs. At the end of the day social media is more about marketing. Firstly, blog is only one part of the consumer generated media and secondly, social media is more about marketing and communication tools.
As we mentioned countless times, PR and marketing in consumer generated media are about two way conversations. Users of social media platforms should not just be consumers and target group for the marketing department, but utmost, they are the key influencers (opinion leaders) in reputation and issues. Let me make a hypothetical assumption using Melitta as an example. How communication crisis, like the ones Comcasts and Dell experienced, would affect Melitta’s performance and communication’s strategy?
Mrs. Kahre would likely noticed, that her classic press clipping would not suffice, to actually register the development of issues in all relevant communication platforms. Furthermore, she would also experience, that news travels fast like wildfire in social media and how it could provide wide coverage about damaged brand reputation. At last, she would likely realized, aside keeping close contact with classical media (Print, TV) how truly important social media platforms are and keeping close contact to user generated media has become inevitable.
Such crisis would be like a Wake Up call for Melitta. Therefore, each opinion of bloggers or posters must be taken seriously and it should be monitored. It’s not only about classical media spreading the bad news but it could have been the consumers themselves. Hence, consumer’s journalism has become the relevant communication channel.
With all said, I got the impression that lots of PR agencies and company’s communicators are lacking in knowledge about social media. But this should have actually compelled PR execs to deal with it for their own good before it’s too late.
In the end, I do share the same point of view of Brian Solis: Engage or Die.
Unfortunately, the majority of communicators in Germany would likely be actively aware, after damages are done and not before.
