Businesses try to plan their marketing strategies very carefully. Most aim to have clear cut goals and budgets. Previously these plans were developed by the marketing director and other executives. Now your marketing efforts can be sabotaged by your employees.
Social communities that your employees use are fast becoming the home for sites talking about your business. Employees looking for a way to connect or vent their frustration can easily create a site using the company logo.
These sites can be designed by employees who want to network and talk about what goes on at work. This might seem harmless unless what is being discussed is something you would prefer your clients not know. I met with a retirement community in the Philadelphia area to talk about their marketing plans. It didn’t take long for me to find a facebook page that was started by teenagers who worked in the kitchen. The teens felt it was funny to share stories about what they did in the kitchen with the equipment and food when they weren’t supervised. Needless to say executives were not happy to hear about this activity and to see it posted for the world to see with their logo attached.
Businesses today that are afraid of social media and don’t want to create a space where consumers can have a platform for negative comments think they are “safe” by not venturing onto these sites. The problem is that there is nothing to stop their employees from starting something on their own.
If you don’t want your business to have a social media program as part of your marketing plan then need to at least try to monitor popular sites for mention of your business.
Next week in honor of Earth day read how going green is fitting into local marketing efforts.
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