Marketing transparency step 1

I’m finally getting around to expanding on my marketing transparency 12-steps, one at time when I find the time

1. We admitted we were powerless over change—that spin was no longer in.

The Internet has made the world too small. Customers can easily complain online, on their blogs, on discussion boards, in forums, on other people’s blogs, etc., about your products or services. Anyone who thinks they’re immune should read the New York Times article from months ago about Vince Ferrari who posted online a recording of his conversation with AOL’s customer service. Not only was the recording heard by tens of thousands of people, but the New York Times ran a whole article about it. (ie, this stuff gets around!)

Of course, it’s not just complaints that people are writing. It’s praise, congratulations, and general excitement too.

Companies, organizations, non-profits, institutions – no matter how big or small – can’t spin away problems with a press release or by going silent. And, if they don’t respond to the good stuff, they’re missing another opportunity. Change is here, now it’s a question of whether you fight it (which exacerbates the problems and minimizes gain) or embrace it.

The role of marketing does not diminish in a transparent world. It increases.

• Marketers and PR professionals have some of the best writing skills in the company. Put them to good use on the company blog and while making comments on other blogger’s posts. (It also means writing in your own voice, not the corporate PR voice. You may have to re-learn how to write.)
• Teach others in your organization how to blog. I’m fortunate to be surrounded by people who are ten times better at blogging than I am.
• Spend time tracking the people who blog about your product or service, your responses to them, and their responses.