Jul 25 Posted 3 years ago
I don't think companies nowadays need social media training , all they need is Ethicial training and general curtosy. Most of the big cooprates have a huge list of comapny's core values but their culture doesn't necessarly reflects that.
Companies should connect with their emplyees at at a deeper level, they should hold weekly emotional check-ins, and alternating bi-weekly team workouts. Also, they should do more than just listen and learn how to listen and then follow up. Only then can employees see that they are being taken seriously and their opinions count.
It's pretty basic. Happy employees lead to happy customers, which leads to higher sales and profit.
Apr 29 Posted 3 years ago
Specious arguments like these are the reason in a couple years more and more companies will have gone the route Charter Cable and a couple others have and get off social media. Caribou was promoting a sandwich for God's sake - like all you gurus told them to do 3 years ago - and now the rules have changed to "NO PROMOS until you have washed and aired ALL your dirty corporate underwear."
Apr 26 Posted 3 years ago
Good discussion, I agree with most points above. With my experience of dealing with change communications both from inside organizations and as a consultant, I firmly believe that actions are the strongest message. In this case, the problem is the disconnect betwen values and actions when executing a restructuring. You simply have to live as you preach, otherwise you'll get hammered in social media.
I'm often challenging communications executives in organisations not to take their company's planned actions as given, but to put up a fight to change the plans if needed. Obviously, this is not always possible, but it's a position worth taking if you want to avoid crises like the one above.
In the world of social media, it's increasinlgy difficult to window dress bad decisions or make negative comments disappear.
Apr 22 Posted 3 years ago
I agree that there is a genuine disconnect in Caribou's Marketing and PR departments with the rest of the business. At best their Facebook page activity shows that disconnect, at worst it identifies a managment style and attitude that doesn't have regard or respect for the front line workers serving the customers.
What I don't understand from this article is the point about making sure all employees have social media training. At first I assumed the author meant training for public relations and corporate communications professionals but the author then went on to clarify that he means for the entire enterprise. What, exactly, would that have accomplished in this case? The example post is from an employee losing his or her job in a week. What would training have done to prevent the post? Generally, social media policies and training emphasize what employees can and cannot post on social media regarding their place of employment however the usual mechanism for enforcing said policies is threat of termination. For some reason I really don't see that being that big a stick under these circumstances.
If there were any failings with regards to Caribou's social media policies I would suggest it was at the corporate communication professional level. At the very least they should understand that news that has a negative impact on their employees should be delivered in advance of any public announcments to ensure that the employees themselves don't learn of the changes via social media. (Not saying this happened extensively but given the size of the organization, I would be highly surprised if it didn't happen for some employees.)
Apr 21 Posted 3 years ago
Points well taken. This shows a disconnect between marketing a product and communication with clients. Did anyone connect the company's actions (closing stores and layoffs) with "business as usual" attitude. It's two separate messages going out from same source. Specialty coffee houses usually have a more socially savvy clientele. The perceived (and actual) insensitivity of the corporation in store closings and layofffs (in a still struggling economy) overwhelmed the news aboout a new product. Does anyone in marketing talk to one another? Did management oversee the end product message ? My observation is a disorganized company, not someone I would patronize. There are other coffee vendors after all.It looks like the social media work was farmed out and no one bothered to see that the message ws coordinated to what was going on. Genuine disconnect.
Webinars On Demand
September 14, 2016Effective storytelling has always been an important tool for marketers and advertisers, but only in the last few years has the art of telling...
August 17, 2016Social media has transformed the way brands can interact with customers, providing a platform to engage in new and exciting ways. It can be chal...
Marketers are constantly seeking to engage with their buyers and drive actions that help buyers move rapidly through their customer lifecycl...
Digital marketing is fundamental to businesses’ success in today’s modern era of engagement marketing. Promoting brands, products, and servi...