Ben Wise on Branding

Watching the world through the lens of the brand

Don’t Engage If You Can’t Engage

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Self-professed social media gurus will be quick to tell you that brands need to engage with consumers online. Get on Twitter and Facebook and consumers will love you for it.

However, before jumping in, brands need to ensure that they have the true commitment required or they may end up hurting their brand instead of helping it.

Last week I wrote a post on Workopolis’ brand refresh. Someone from the PR firm reached out to me through Twitter asking if I would like to speak with someone from Workopolis about their brand. As well, a Workopolis employee commented on the post. My first instinct was they were doing a great job by reaching out and showing a willingness to engage in a dialogue with me about their brand.

But I soon learned that the company lacked follow-through. I responded to both saying I would love to speak with someone further about the brand. It has been almost two weeks and I still have not heard back.

I wasn’t expecting a response to the original blog post and was delighted when I received one. I was, however, expecting a response once they reached out to me and found myself disappointed.

This goes to show both the potential and the danger of social media for brands. The commitment in terms of time and human resources are high, as are the risks. If a brand isn’t ready to use social media properly, they will continue to put themselves at a greater risk of harming their brand.

What do you think?

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Written by benwisebranding

May 28, 2010 at 8:24 pm

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