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If you were afraid of bad press would you shut down your PR department?

Of course not. You’d double it.

So many companies are afraid of social media and word of mouth marketing. They’re worried that something bad might happen.

If you want to reduce risk of bad word of mouth, you need to do more word of mouth marketing to increase your credibility.

If you want to increase control in social media, you need to do more social media outreach so people want to talk with you instead of about you.

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Comments

  1. Andee Sellman, One Sherpa September 25, 2009 at 5:46 pm #

    Andy you are so right on this.
    FEAR has a crippling effect on lots and lots of people. If we can only step forward and engage in the conversation we’ll likely be much better off.

  2. Nehemiah "Nemo" Chu September 25, 2009 at 6:35 pm #

    Seems like you’re hinting that organizations need to hire staff to engage with each and every tweet/post/comment about their organization. If Apple hired enough PR reps to engage with everyone who talked about their company, their employee payroll would be out of control and they’d be out of business.

    Better to nurture relationships with your die-hard fans, because they’ll be defending your company during a PR crisis. And we know how much bad press gets broadcasted through social media nowadays—one Tweet, a few RTs, and suddenly your company is facing an uprising. Just look at the United Breaks Guitars YouTube video.

  3. Tressa Robbins September 28, 2009 at 2:36 pm #

    Wow, that may just be a quote that goes down in history, “you need to do more social media outreach so people want to talk with you instead of about you.” Succinctly said!

  4. matt haines September 29, 2009 at 6:31 pm #

    the ‘next post’ link at the top of this post generates a 404. thought you might like to know!

    and yeah, that’s an important take-away. get people talking *to* you so they don’t talk *about* you. (social media or otherwise…people still talk in the real world, last i heard)

Trackbacks/Pingbacks

  1. Why engage in social media? The power of metaphor | Kristofer Mencák - September 27, 2009

    […] Sernovitz makes it a lot clearer already in his post title: If you were afraid of bad press would you shut down your PR department? “If you want to increase control in social media, you need to do more social media outreach […]

  2. Avoiding social media use becoming less of an option for businesses | Neovia Solutions | Digital Innovations for Business - October 1, 2009

    […] how to use social media for customer engagement. Interestingly, Andy Sernowitz posted this on his blog earlier this week: “If you want to increase control in social media, you need to do more social media outreach […]

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