Time and time again, it seems that individuals and companies alike fail to fully understand the internet. From #AskRKelly to #AskJPM, even to Stephen Colbert’s “Colbert Report,” and now #MyNYPD, it has been seen countless times: insular brands failing to understand how they are perceived by the internet – yet, for some reason, attempting engagement initiatives.
If you caught Saturday’s SNL sketch of Mary Barra, General Motors’ CEO, you’ll know that the brand has taken another hit to its reputation in the past few weeks. As of the beginning of April, the “too big to fail” automobile manufacturer’s number of recalls has hit 4.9 million vehicles in the United States, roughly six times that of its total recalls in 2013. Oops.
Not content with sparking controversy only once in the past three months, Coca Cola recently made a reappearance as a hilarious Twitter trend.
Although it doesn’t always apply to all industries (e.g. oil and tobacco), behaving ethically can bolster a brand image considerably. Failing to do so when it counts, however, can result in many consumers and brand advocates refusing to give an organization the time of day.