So we’ re all cheering and supporting brands operating in the real-time web but one of the downsides is you don’t always get the time to collect your thoughts and communicate the corporate voice. Huh? Am I advocating online conversations become more on brand? Use the royal “we”? No, read on…
Reference Nestle on Facebook and now More Magazine on Twitter. What’s interesting about both cases is not that the companies responded but that they were perceived as acting more like a hostile individual than an objective brand trying to smooth over consumer criticism.
I have run and continue to run corporate accounts for brands from time to time [Tempero for one, and yes, always transparently] and while the temptation is always there to operate those accounts the way I would my personal one, you have to maintain a sense of professionalism and accept you represent a brand. That means in the heat of the debate you have to keep your cool.
[Image: ACC Fan Blog]
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