LL Bean

The Audacity of Corporate Social Media Failure

Failure - Essentials
Image by Rick Audet

It was interesting reading all of the social media criticism about Google’s privacy policy changes last week. A measured critical tone offers refreshing context to the usual outrage pundits spout when analyzing the latest corporate social media failure. These dramatic declarations of “FAIL” include the anticipated demise of the brand’s entire reputation, the stupidity of the management team, and a lament about companies “never getting it.”

Another example: Last December’s dissecting of Apple’s rigid social media policy that bars any meaningful discussion of the company by employees. There was no great shocker here given the company’s approach to product development and public blogs that leak Apple product news. Yet, the company was painted black and evil for it.

OK. Apple just reported $13 billion of profit last quarter, its best quarter ever. Meanwhile, its more social media friendly competition never get close to performing on this level.

Let’s be clear. Marketing is not about pleasing social media aficionados. It should deliver ROI or outcomes that boost a company’s bottom line.

Read More »The Audacity of Corporate Social Media Failure