“If you’re going to tell your [brand] story in a world of blogs and streaming video, you better be able to communicate digitally,” summed up Hershey CFO Bert Alfonso.
The many companies working on social media strategies, including Hershey, Sunny Delight and Best Buy, reflect management’s understanding that “sitting on the sidelines too long while developing plans could pose a far larger risk than the occasional messaging fumble” and that social media are evolving at breakneck speed, according to the report.
This quote from a MediaPost.com article explains why industry-leading companies continue to join their customers, current and potential, in their use of social media. Even if you are not ready for a full scale, round the clock operation, it’s critical (and inexpensive) to get your feet wet. Providing the ability to easily monitor the thoughts and opinions of stakeholders, not to mention the opportunity to instantly and publicly respond to their concerns, social media’s effectiveness as a crisis management tool is undeniable.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com/