This blog entry could have just as easily been named, Brands that Got Punked by Social Media – but that stellar title was already taken by Jeremiah Owyang at Forrester Research. Check it out – and see if you recall any of those famous ‘punkings’
I must admit – I did not read or view any of the original punkings themselves. In fact, Twitter links and traditional media is how I came to hear about them, and the serious repercussions for the brands. Whether or not C-level executives and the leadership at your organization are buying off on the proactive use of Social Media, the impact of the medium can not be denied. Ignoring it is done at your own peril. It is only a matter of time before Boise Valley-based companies start to feel the punkings.
The list itself was brought to my attention by Augie Ray’s Social Media Disasters post which does a great job highlighting the need for companies to not bury their heads in the sand about this ’social media thing the kids are involved in.”
“…I believe history is repeating itself with social media. Just like that point in time in the Internet’s infancy, social media has not yet been understood or embraced by most organizations and brands. Even if the ROI is hard to calculate today, it would be wise to consider the harm done by NOT having an organized approach to social media.”
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“Even if best practices are still evolving, I believe two things are vital for large brands today. The first is to begin to act immediately to the threats and opportunities created by social media. Social media is rapidly changing … but that doesn’t mean an organization should wait until everything shakes out. “
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“The second important message is for organizations to be inclusive when developing a social media strategy. It may be an exaggeration to say that social media will become everyone’s job, but it might not be too huge an exaggeration. As noted, social media has implications throughout an organization, including Human Resources, Corporate Affairs, Customer Relations, Public Relations, Marketing, and Operations.“
This last point particularly resonates – there is danger in just considering Social Media as a tool for Marketing or Public Relations. As communicators, it is our job to constantly contribute our thinking and strategy to the discussion at the table (even if you don’t have a seat at the table!) by showcasing the impact of Social Media on global brands. No one is immune from the danger – and opportunity – that Social Media presents. It is our charge to educate ourselves, and educate our colleagues, on the brave new world.
- Jess
