It's inevitable. Every company will have some bad news to report at some point during it's existence. There are a myriad of ways to convey information, and where does the web fit into the mix?
Sure, you'll have the traditional press release, an update on your company's website, perhaps your executive team will even hold some sort of teleconference or send out letters. But, there is yet another way to reach your audience and share information that can help you get closer to your customers than the more traditional avenues.
Blogs can be an unconventional, yet brilliant way to communicate bad or negative news. First, online communication is much more informal, which can help to make the information seem more like an intimate conversation, rather than an announcement from on high. Second, it provides a channel to receive feedback on the information. Yes, this can be scary, but it engages you (the company) in the conversation and see firsthand what questions, concerns and negative feelings are being shared, instead of simply pushing the information out and shutting down. A practice that often leaves customers reeling and angry.
Social media sites (like blogs) also give you an opportunity to leak information at a controlled pace, and to educate your customers/the public on what exactly is going on throughout a difficult time. This is always better than suddenly announcing bad news. Of course you have to be cognizant that any negative information presented must be communicated internally first, then externally, and everyone must be armed with appropriate responses to the questions and comments that may come about. But these highly calculated leaks can also prevent confusion, anger, and make your customers feel more a part of the equation, rather than victimized.
Whatever your bad news, keep in mind that there is more than one way to skin a cat, and sometimes, crazy times call for really unique responses.
For more information on social media, here is some REQUIRED READING: Groundswell by Charlene Li and Josh Bernoff.
In the meantime, keep clicking!
Michelle
Monday, August 24, 2009
Monday, August 3, 2009
Who Should Blog For Your Company?
This is a very important question and one that should not be taken lightly. This person is the face and voice of your organization, so make it count. The very best person? Your CEO or other high-ranking executive. This creates an approachable platform for the general public to be introduced to your company - but it doesn't always guarantee the right spin. The personality of your leader should be taken in to account. If your CEO is stodgy and quiet, or often keeps the office door closed, seek out someone else. Perhaps a Marketing, Public Relations or Human Resources Officer can fit the bill.
It doesn't matter who posts it...(could be your web content manager, webmaster or other IT staff member), but who writes it and what they write does matter.
Again, Southwest's Gary Kelly takes the cake. Check out hislatest - he doesn't blog that often - but does when something is up - I imagine there will be another coming if the Frontier merger goes through.
He often addresses both challenging and humorous topics in the same breath, something that is appealing to the traveling audience. Also, this transparency is also appealing and I'm sure is a huge reason why the Southwest brand has the most loyal following on the web of all the airlines. You get the feeling they want and need to hear from you, that you are on the team yourself. They carry this through their entire experience, which is why they are the only airline that still makes any money.
So if you're going to get in on the blogging, it needs to come from somewhere on high (or the highest "cool" person at your organization), it should reveal facts and figures but also be conversational and it can be short and sweet.
Successful CEOs are usually the ones that you like to be around. The person that inspires you, that makes you want to do the best job you can, and that you feel works hard too. Successful people in general make others feel good, and feel included. Whether it's your CEO or someone else, make sure that your company is representing this type of attitude online as well as in the elevator.
The next truth? Delivering bad news online.
Keep Clicking,
Michelle Marquardt
It doesn't matter who posts it...(could be your web content manager, webmaster or other IT staff member), but who writes it and what they write does matter.
Again, Southwest's Gary Kelly takes the cake. Check out hislatest - he doesn't blog that often - but does when something is up - I imagine there will be another coming if the Frontier merger goes through.
He often addresses both challenging and humorous topics in the same breath, something that is appealing to the traveling audience. Also, this transparency is also appealing and I'm sure is a huge reason why the Southwest brand has the most loyal following on the web of all the airlines. You get the feeling they want and need to hear from you, that you are on the team yourself. They carry this through their entire experience, which is why they are the only airline that still makes any money.
So if you're going to get in on the blogging, it needs to come from somewhere on high (or the highest "cool" person at your organization), it should reveal facts and figures but also be conversational and it can be short and sweet.
Successful CEOs are usually the ones that you like to be around. The person that inspires you, that makes you want to do the best job you can, and that you feel works hard too. Successful people in general make others feel good, and feel included. Whether it's your CEO or someone else, make sure that your company is representing this type of attitude online as well as in the elevator.
The next truth? Delivering bad news online.
Keep Clicking,
Michelle Marquardt
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