Many companies are entering the social/green/community space, with hopes of impressing customers, yet despite their best intentions, they could come across as unauthentic, and be damaging their own brand. Companies should first take a self-assessment of their brand to see if they’re ready before they decide to enter the social space.
Companies should first assess their culture and ask:
- Is the company ready to talk about the good –and bad– with the market?
- Is the internal culture ready to embrace customers on their own terms?
- Is the culture ready to make changes based on the request of customers?
Launching a corporate blog is easy, a Twitter account even easier, yet if companies culture doesn’t match the values they’re telling the market, they risk brand damage through reduced credibility. You’re not fooling anyone.
This entry was posted on Friday, November 13th, 2009 at 8:15 am and is filed under Social Media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
This is such a great way to think about it. After reading hundreds if not thousands of articles on SM, it's so refreshing to get a little humor in my education.
So...what's the Digital Mullet? The common definition of a mullet is "business in the front, party in the back."