Even When People are to Blame, the Brand is Responsible
Preventing mistakes like the infamous Chrysler F-bomb
When an individual representing Chrysler tweeted a derogatory remark about Detroit, a city Chrysler is invested in promoting, there was someone to fire, and there was an agency to let go.
Still, at the end of the day, the public holds the brand itself responsible for its social media streams. Chrysler will take the brunt of the impact.
As a result of the controversy, social media marketing takes a bit of a beating, as well.
Many CEO’s remain unconvinced about the power of social media. When their fears are played out by another brand, they feel justified in remaining on the sidelines. They may permit a defensive posture in their efforts – fielding customer complaints, responding to product criticisms – but they also may believe they have good reason not to engage fully.
Unfortunately, if brands fail to claim their spaces now in social media networks, they will regret it. Their competitors will become skilled with owned media while they remain inept. Instead of allowing fear to limit opportunities in social media, we believe the right processes and tools can help companies not only survive current trends but flourish in them.
At Media Logic, we use Zeitgeist & Coffee, a real-time marketing collaboration and management platform to develop ideas, assign, approve and publish content and engage in sincere two-way conversations with audiences in social media networks. It positions companies to deliver marketing for a social world.
Much of the talk surrounding the Chrysler gaffe focuses on policy. While guidelines are very important, they mean little without the processes and tools to support them. Zeitgeist & Coffee folds our input as an agency into the workflow of the company, while integrating the company’s own marketing protocol.
Yesterday’s AdvertisingAge article, “What Lurks Behind Chrysler’s F-bomb? Social-Media Turf War,” describes battles behind the scenes at many companies: Which department is responsible for social media? A collaborative process gives everyone ownership.
