My problem with this is that a lesson we all have been at least told, not necessarily one we’ve learned, is that we will all make mistakes, and sometimes we should take a step back and make sure we are making a good decision before doing something. In this situation there is literally nothing that screams “This is a great idea and will provide me with some sort of benefit.” So why do it?
Good marketers know you have to stand for something. You can’t be all things to all people and still expect to build an iconic brand. Targeting is what sets you apart from the rest – a fact that holds especially true when it comes to fashion.
In my experience anyway, social listening is one of the most under-appreciated benefits of social media for businesses, but can be hugely helpful. As the Xbox One announcement was drawing near, the social web was abuzz with rumours about Microsoft imposing policies regarding the limitation of used game dissemination and a requirement for constant connectivity. Almost unanimously, sentiment about these policies seemed negative.
Stepping off the plane I logged on to Twitter only to release an avalanche of tweets about horsemeat in Findus’s beef lasagne. The crisis communication response from Findus indicates that it had under-prepared for such a situation and was therefore poorly placed to preserve its reputation.
What are the tell-tale signs that indicate this and how can other businesses learn from them?