tag:blogger.com,1999:blog-6187396913880956540.post1789162740362133..comments2024-03-03T09:54:30.438-05:00Comments on Experience: The Blog: Buy This Book: "Can't Buy Me Like," Marketing and Purpose in the Social EraAugie Rayhttp://www.blogger.com/profile/11717746847853655184noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-6187396913880956540.post-23791664354147917702013-03-20T16:36:23.530-04:002013-03-20T16:36:23.530-04:00Ken,
I have not really reconsidered my comments, ...Ken,<br /><br />I have not really reconsidered my comments, which have not been that trust is not important (because it is) but that the impact of social media crises are overstated. My feeling is that brands need to worry more about the daily interactions (in social and in every other channel) that cause consumers to lost trust, but focusing on millions of tiny interactions is difficult. <br /><br />What's easy is paying attention to when a couple hundred or thousand people are all whining in social media about some perceived slight. But, when you look at the business outcomes for companies that suffer through these so-called social media crises, you tend to see very little lasting impact. <br /><br />Why? Because, despite the scale, these events are merely a symptom of something larger and more important, and that's the lack of a caring, customer-service mission and culture that delivers the kind of service, products, content and experience that builds trust. <br /><br />I also think that "crises" tend to involve a couple hundred or thousand people, many of whom are not really customers or prospects, so there's a lot of noise. Take, for example, the recent Applebee's dustup. Sure, a lot of people complained that Applebee's fired the server for posting on the internet a customer's comments on a check, but WHO was complaining? Was it the kind of mature, family-oriented people who eat at Applebee's, or was it a bunch of Millennials who wouldn't be caught dead in an Applebee's?<br /><br />So, my point is not that crises aren't important--they need to be addressed and managed--but that they are just a symptom of a larger issue--one that most brands have difficulty acknowledging and addressing. <br /><br />Augie Rayhttps://www.blogger.com/profile/11717746847853655184noreply@blogger.comtag:blogger.com,1999:blog-6187396913880956540.post-56846816972052349612013-03-20T13:59:48.780-04:002013-03-20T13:59:48.780-04:00Augie, having followed Mr. Garfield for years now,...Augie, having followed Mr. Garfield for years now, first at Ad Age and lately on a weekly basis at MediaPost, I'm familiar with his arguments and have often pointed to them with respect. Your review of the new book is concise but comprehensive and accurate.<br />I am curious, though, to know if your acceptance of the Garfield view that Trust, above all, is paramount in business success, has caused you to rethink earlier expressed comments that "social media" such as Progressive and others experienced last year have no real, noticeable business downside. Surely if Trust is paramount in the Relationship Era, and if social media is the most obvious (certainly not the only) creator and carrier of it, then loss of Trust played out on social media must have real, noticeable business consequences. What do you think? Anonymoushttps://www.blogger.com/profile/07758136538355249210noreply@blogger.com