CHAPTER 5
Let Me Check with My Boss
Although your telephone call may not be the most important thing to most companies or their representatives, they would certainly like you to carry their positive message about the brand to the social media world for them! Give me a break. The reality is that companies struggle to understand social media because they think of it as any other marketing initiative such as TV or print. They think that they can force you to see their message, but this is far from reality. We are still in the early stages of social media, but some of the early wins by companies may be sending the wrong message. If you want to succeed with social media, you first have to create the right experience through your other Customer touch points. You have to have the right products, great service experiences, and something that people will want to talk about before you can be successful through social media channels. The most hyped about brands in social media create their experiences through other channels or more importantly, through their employees and/or Customers.
One of the most discussed brands on the Internet is a favorite of mine, Apple. As a company, Apple is talked about much more than any of their competitors, by dramatic margins. I know many companies have been talking about Apple in recent years, especially with the death of Steve Jobs, but they are most discussed for a reason. Their products are usually strong and fit into one’s life. They are easy to use ...
