Communication — Hazardous or Helpful? YOU decide!

“Ignoring forums can be hazardous to your brand, while participating as a member allows you to reap rewards.” — David Meerman Scott

Last week I was reading Chapter Four from The New Rules of Marketing and PR and I came across the section, “Insignificant Backwaters or Valuable Places to Connect?” In this section Author David Meerman Scott wrote about how organizations must react quickly to all situations, especially negative ones. He explained that whether the organization is a part of the conversation or not, the positive and the negative comments will be posted by users and potentially seen by the masses. That reminded me that during my last UVA New Media class a fellow classmate spoke about how she didn’t hesitate to go to social media when needing to be heard about a company or brand. Scott also gave some great examples that recalled some recent feelings of distrust and let down from an organization.

I am getting married on June 13, 2015, just under 2 weeks away. I have been trying to get in touch with my Cake Baker located in Norfolk, Va for the last month. After emails and voicemails not being returned I was at a loss and a week ago started to look for another Cake Baker. After talking about the power of social media in class last week and then reading Scott reiterate our discussion, I decided to take social media action. I logged into Facebook and searched, Cakes by Crystal and immediately her page was at my fingertips. I decided to start slow and sent her a private message. I explained that since I couldn’t get in touch with her via phone or email, I thought I’d message her. I also wrote that I wasn’t sure if she checks her messages, so maybe I’ll try her Wall. A few hours later I had an email in my inbox. Long story short she officially cancelled my wedding cake order.

Despite not actually posting on Crystal’s Wall, I still got a response. However, I fully intend on writing a yelp review and FB post about my Cakes by Crystal drama. A post along the lines of how my new cake baker, Cake Delights saved the day while Cakes by Crystal can leave you questioning if you even have a cake booked. As I calm down from the stressful situation, I don’t want to completely smear Crystal’s name, but I would like to alert others to the bad service I received.

Scott wrote, “Social media sites are places where people congregate to discuss things that are important to them.”

This is important knowledge for both consumer and organization. Both parties must be honest and communicate effectively for the consumers to be happy and the organizations to be successful. We discussed in class last week that we are using social media to help businesses shift and change their behavior to what the consumers desire. And while consumers are getting what they want, the shift or change, the organizations are also winning because with positive comments and sharing the organization gets the “Holy Grail” of promotion — Earned Advertisement.

Earned advertising is the most credible for consumers because it is word of mouth from fellow consumers and the organization has no control or management over it; they can simply respond and react. It’s the most organic you can get and as a consumer it is what I look for too. However it was my readings and class that really opened my eyes to how much power and control the consumer can actually have. That is why I find it important to make sure I share my story with others because what if the next bride can’t find a back up cake baker like I did? I wouldn’t want that to happen to anyone and social media helps us look out for our fellow man/woman.