Brands need to embrace the power of social media

Once information is sent out to the blogosphere, it remains forever.

Sure, text can be updated or deleted, statements can be made, but once it has impacted the minds of readers, their brand perception can be forever altered.

Today’s topic is about creating buzz via viral marketing, crowdsourcing, and blogs. After researching “unofficial” blogs of several companies, I found that consumer voices have undoubtedly become louder and stronger – thanks to online consumer generated media.

Perhaps all publicity is good publicity, but whoever said that may have disregarded the power of the blogosphere.

Like when Exxon Mobil got brandjacked in Twitter. And of course we mustn’t forget the buzz with the KFC/Taco Bell rat infestation last year that hit YouTube and bloggers everywhere!

But even the seemingly loyal and praising consumer-bloggers can generate bad press, too. Anyone remember when Whole Foods CEO John Mackey was caught flogging (fake blogging) about how great the company was using the alias Rahodeb? And when Walmart supposedly hired bloggers to breed positive press? When unmasked, these tactics can be just as harmful to brand images.

So what do companies do after their images have been tainted by consumer generated media?

For starters, do not have your PR rep tell the public that the company “does not participate with nontraditional media outlets,” like the rep from Target stated when being questioned about their advertising campaign that wasn’t a good influence for youth. Bloggers got angry, and word spread like wildfire.

But if it is too late and the damage has been done, Andy Beal sheds some light on ways to recover your online reputation.