Oct 2 Posted 7 years ago Great post. I did some TOP Management analysis of the example in a post: http://www.terrigriffith.com/blog/2009/10/01/pressure-for-top-management-increasing-focus-technology/ (and I'll go add a comment that you've found the site is a spoof -- but I agree with your analysis - no excuse).
Oct 1 Posted 7 years ago Rebecca - since i wrote this post, and Tweeted some 25 times about the issue, I have indeed heard from Time Warner Cable, who also commented on my original post at What's Next Blog (I cross post to Ad Age)
And while it's true that anyone can impersonate a brand, and often does, the key is monitoring the brand 24/7. Bottom line, it took almost a week for Time Warner Cable to respond to repeated trashing of their brand on the Internet. That's like playing with fire - not good strategy.
"Time Warner does have a real Twitter account, @twxcorp, which actually seems to be fairly robust." But it wasn't monitoring "Time Warner Cable" on Twitter, on my blog, or on Facebook. Neither, apparently, were the ad agency, the PR firm, or anyone in corporate communications. Which is what led me to write this post. :>)
End of the story: A field foreman and a sr cable repair person from Time Warner Cable just left my house. They found the source of the problem, and they fixed it.
Now TWC needs to work on its online image.
Oct 1 Posted 7 years ago Hi,
Just in the interest of truth-seeking, I'm not really sure about the Time Warner Facebook page you mentioned being real. It seems somewhat suspect that a company of that size would let their brand be so poorly represented. But I do know that the Twitter feed you mentioned is very suspect. Time Warner does have a real Twitter account, @twxcorp, which actually seems to be fairly robust.
Maybe we shouldn't be quite so hard on them, at least about their social networking. Their service may be another issue. . .
This does highlight a problem with social networking that underscores the importance of your second point, though. Companies need to be aware of counterfeit versions of themselves out there and do what they can to present their real brand in the strongest light possible so that people can easily tell which is the fake!
Oct 1 Posted 7 years ago For a company to be successful in engaging online -- they must "begin with the end in mind" and approach their market strategically & methodically. Going at the market blindly and without proper education & guidance was the source of these named issues in your article. I would recommend a company hire a seasoned social media consultant to help ... and one differentiated by strong credentials such as having graduated from the Social Media Academy known for teaching how one "Applies" and "Leverages" Social Media to your business model.
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