Unfortunately, even good communicators can resort to poor patterns and cheap shots. We should expect better than this from the administration. Engagement with enemies can be helpful, as John Nichols suggests, and I hope that someone at the White House will heed Mr. Nichols’ advice.
Couple of things jumped out at me today regarding Twitter (and this relates to other social media tools, like Facebook). These are timely reminders that we’ve got to think through and use well our interactions in every setting, including the 140-character limitations of Twitter.
Here’s an article about a Best Buy exec – and how he could have better handled a Twitter exchange with a customer. Oops. Negative branding – without even trying. Now folks around the world are seeing this dialogue. Wouldn’t it have been better to address the complaint directly, instead of justifying and explaining?
This piece suggests that with social media, specifically Twitter, you are “always on.” A reminder on using the platform responsibly, keeping the brand always in mind. What to do if you accidentally post something that casts a negative light on your brand? Good tips here.
Remember, you are always communicating. And as political advisor and language expert Frank Luntz suggests, it isn’t what you say, it is what people HEAR that constitutes your messaging.
Someone is always happy to share your thoughts and words with others. An innocuous comment can get pinged around the social networks with blazing speed, and your brand will get praised – or dissed – by thousands.
So, what are you telling people about your company and brand?
Tags: Communication, Facebook, Marketing, Messaging, Social Media, Twitter
Sometimes branding activity really works. When Coca-Cola branches out and produces a new beverage, it makes perfect sense to me, the consumer. It’ll probably be pretty good tasting. It is a logical extension of the Eddie Bauer brand to have a EB edition of a truck. Rugged, dependable. Restaurant chains let me know that if I like one of their places, I may like a different establishment they own, too. Tasty, good value, etc.
My point is that a smart company leverages their brand effectively, helping consumers understand the linkage and reinforcing the brand message across product lines. But what happens when someone doesn’t think through the implications and associations between the brand and product?
Here’s an interesting – and humorous – article about branding efforts that ultimately failed, and why.
Now, are you using your branding opportunities logically and effectively?
