My personal mantra is to Never Stop Learning and as a digital marketing consultancy learning is the name of the game. Failing has most impact on someone's ability to learn. Without mistakes we can't learn.
As consumers looking at the world with a marketing filter there are insights we have that the CMO of a company would love to know(even, needs to know). So, i'm thinking about a consistent post on the mistakes made by sales, customer services, advertising, and marketing initiatives. I'll kick it off and let me know what you think about it...
Don't Do This: The FTC posted a court filing and Whole Foods CEO, John Mackey, who has been anonymously posting on financial forums regarding his company and a direct competitor, Wild Oats. He commented under the handle of "rahodeb" (his wife's name is Deborah).
Looking at his comment he specifically pumped up Whole Foods and trashed the 'overpriced' Wild Oats, an acquisition target of Whole Foods. I would like to compare the insider trading tickets with the timing of his comments.
While it's not illegal for a CEO to post anonymously on forums, it is still a "what was he thinking" situation. CEO's of publicly traded companies already have a negative spotlight with ethical and compensation issues. This just feeds the public's fire.
From a marketing perspective, when engaging people online especially in forums, blogs, and communities why would you lie? Commitment to transparency is a prerequisite for client's embarking on social media marketing campaigns. Part of the objective is to show your customers that you are listening. Instead of being sneaky with the letters of your spouses name show the community it is you. Respond. React.
There are so many other reasons this is wrong, I'll let you fill in the rest. Post a quick comment.
Nick Urbani -the home office