Businesses struggling to find a workable strategy for social networking can learn from the story in today's Post-Gazette about the Steelers' Ben Roethlisberger. Some Internet hoser posing as Big Ben started a rumor that the quarterback has skin cancer. The story ping-ponged around the usual social sites -- Facebook, Myspace, Twitter, etc., forcing Ben and the Steelers to issue a public denial and sending Ben's agency out to try to get the inaccurate content pulled.
The lesson? You're not in charge. Not only can you not control the conversation; you can't even control your identity.
Roethlisberger has his own official NFL web site, but does not have social network accounts. I mean, who's got the time?
Companies like SouthWest Airlines and Murphy-Goode winery are hiring full-time Twitterers to build online followings for their brands (thanks for the reference, Scotty).
Big Ben doesn't really need to do that. He just needs a little Defense.
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