While you might not be twittering, blogging or using social networking for your brand, there may be a chance that someone else is doing it for you. Consider “Janet,” who has been posing as an Exxon employee to answer questions about the company and respond to consumer feedback via Twitter. While some readers commended Exxon on their efforts to connect with consumers, the company has made it clear that it had no part in the conversation. Check out the story from Jeremiah Owyang, Sr. Analyst at Forrester Research, and see the alleged ExxonMobilCorp Twitter account.
Our lesson: consider the value in brand-consumer dialog and monitor your online brand presence to know who is saying what about your brand. The Internet has provided a more convenient channel for conducting market research and developing brand relationships. Search for your brand and visit consumer opinion sites to review comments. Start an online community where customers can congregate, be informed and give feedback. And, ALWAYS be transparent.