Thursday, May 23, 2013
Would You Sue A Loyal Customer?
We continue to see examples of
corporations fighting the social media driven tide of change. We witness lawsuits filed against Yelp in
an effort to remove a bad review. We hear about company reps inserting themselves in blog discussions only
to end up in wars of words that they can’t possibly win. And now another brand, this time it’s
Nutella (part of Ferrero SpA), taking legal action to silence a loyal customer.
11:30 am edt
Yes, lawyers for Ferreo have requested a
cease and desist action against one Sara Rosso who is so fond of their product that she not only blogs about it, but has actually
had the nerve to establish an annual celebration which she calls World Nutella Day. She created
the event in 2007 and has celebrated it each year on February 5th with some 40,000 Facebook fans and 7,000 Twitter
will brand management catch on? When will they realize that a communications revolution has taken place
and that customers now own the brand images? Anyone with a cell phone can shoot a video, anyone can write
a blog or post a review, and anyone can write (or not write) about a brand however they please on Facebook or Twitter.
Communication channels are open to the masses and it no longer takes an advertising agency or a production company
to shoot a commercial or produce a print ad. Rather than fighting the inevitable it’s time for marketers
to accept and embrace this change. It’s time to: 1) build strategies that help assure that customers have a positive
experience, 2) strengthen relationships with their brands, and 3) help the customers to be more knowledgeable about the brands
and to have more quality content to share, online and offline, with their friends, neighbors, and co-workers.