While we spend a lot of time on this site promoting the benefits of blogs, social networks, user-generated content and more, we know there are a lot of credit unions whose marketing plans still do not include social media. Regardless, it’s never been more critical that credit unions, at minimum, start monitoring their brands on the Web and across social media tools to keep up-to-date on what consumers are saying.
In recent headlines, moms took outrage at the new Motrin ads that suggested moms carry their kids to be “fashionable.” Within hours, the topic was the most Twittered about topic, bloggers called for boycotts, and videos were posted on YouTube condemning the spot.
And just last week, Amazon was accused for removing gay and lesbian literature for their website…which they later explained was just a “glitch” in their ranking systems. However, they were then attacked for their delayed response to the issue and their simplified explanation of the problem.
And if you thought 140 characters were damaging, try a YouTube video that was viewed almost one million times in 48 hours before Domino’s was able to remove it. Last week, two Domino’s employees posted a video of themselves performing less than hygienic acts with food that was later sold to customers. While some have also criticized Domino’s for being too slow and too quiet about the whole situation, Domino’s did post their own video on YouTube to address the unfortunate situation:
We know these stories probably make marketers and their bosses stay up at night, but it's true that the innovations on the Web allow bad (as well as good and sometimes wrong) news to run rampant, very quickly.
So whether you actively participate in social media, it’s very important that your credit union monitor these applications and networks, and respond in a timely manner when necessary.
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