whole foods + whole lot of social-media mess

what a week it must have been for whole foods ceo john mackay and his crisis-pr team!    just a week after a major scientific report that there is really no material health difference between organic and non-organic produce. 

1.  john mckay writes a wall street journal oped on the united states healthcare debate

2.  w.r.to his customers, he picks the ‘wrong side’ of the debate … with a conservative-piece despite serving a largely liberal-customer base

3.  blogosphere and twittersphere explodes in rage .. with some stating that they will not shop at whole foods because of the ‘social darwinism and elitism’ reflected in john mackay’s piece

4.  traditional media picks up the story

5.  www.wholeboycott.com is formed

6.  welcome to traditional media meeting social media in the age of the empowered customer with a keyboard @ hand …

3 obvious ideas:

a. personal ceo opinion”, really?: ironically there is no such thing as a ‘personal opinion’ for public cxo’s in an age where social media promises to enable personal expression! et tu, social media?

b. understand your customer before you communicate … because social media is the voice of many, not just marketing: you dont need to have a ph.d. in anthropology to know your customer-base, its major likes and dislikes.  if you are in a fishbowl (as they say about ceo’s), communication is hard to begin with.  your every move is being followed, interpreted and amplified.  social media just made it harder.  most companies and ‘social media experts’ belabor about why it is important for companies to market themselves through social media… conveniently forgetting that the power of social media is tilted towards the voice of many … i.e., the customers and quick-to-convert ‘former customers’!

c. b2c brands can become fragile faster than you can say “oh tweet!”:  b2c brands are built on perception.  brands take time and money to build.  like humpty-dumpty that sat on a wall and took a great fall, brands can fall quickly with the nudge of social-media ire.  and despite all the king’s horses and all the king’s men, it might not be possible to put humpty-dumpty together again.  just ask any 2 year old.  

sai at obviousideas dot com

Advertisements
  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: