Ruining Your Reputation by ‘Getting Real’ on Social Media

Excelsior • April 29, 2014

Almost every single company in the world has a social media presence. Someone in every company is writing tweets, composing email messages, crafting Facebook posts, and attempting to engage customers in a friendly conversation in which the company looks great and the consumer is compelled to do business.


That kind of thing has been going on for years. But recently, I’ve seen many marketing blogs that suggest that we’re approaching consumer engagement in the entirely wrong way. For those bloggers, social media work must truly be social. In other words, the content must feel like it comes from a human being and be somehow authentic and real.


Companies that engage with consumers in that manner, the thinking goes, will experience astronomical success that eludes others. Some bloggers are going so far as to suggest that CEOs and other executives, under their own names, should communicate with clients directly rather than attempt to speak for a business.


Let me say upfront that I think this approach can be catastrophic for some companies, as it often leads to really nasty reputation management problems. In fact, I think that getting real isn’t at all the right approach for companies that really want to do business in the years ahead.


And I’ll tell you why.


The Concept of Human

There are myriad wonderful attributes that humans share. We can be funny, supportive, generous, and even amazingly kind. We can also be sad, needy, depressed, and sometimes just a little scary. That full range of emotions is what makes all of us real, but some of those emotions have no place in a business social media site.


The following example is a few years old, but it demonstrates what I’m trying to say with eerie precision. In 2011, a social media agency responsible for the Chrysler account confused the personal and the professional and tweeted a message that condemned all Detroit residents for the way they chose to drive. There were numerous expletives involved in this message, so I can’t reproduce it here, and the person in question posted that message on the Chrysler page, not on his/her individual page. That person lost a job.


Now, on the surface, it might be easy enough to say that someone running a social media agency would know enough not to share something hostile on a client Twitter account. But, wasn’t this person being real and authentic? Wasn’t this person being human?


If Chrysler had followed the run-of-the-mill advice about being human online, it’s possible that this angry person might have experienced no confusion at all. The person would have posted on an individual page, expressing an individual thought. It’s possible that the reaction wouldn’t have been so severe if it came from an individual and not a company… but I’m not so sure about that.


Consider the backlash leveled against a PR professional who let out a very offensive tweet on the way to a conference in Africa. She mashed up race and a medical crisis in just a few simple letters, and she lost her job before the plane landed after scores of Twitter users complained about her choice of words.


In that example, the writer wasn’t speaking behind a company firewall. She was using her own social media site to express a personal, human opinion. In other words, she was doing what some want all of us to do. However, the outrage her authenticity sparked was tremendous. People didn’t appreciate her thoughts, even if they were human.


I work in the reputation management field, so you’d think I’d be jumping for joy when I see little examples like this. After all, each gaffe requires assistance to fix it, and that’s the kind of work companies like mine do regularly. But honestly, these problems make me deeply sad because they are so very avoidable.


Words of Reason

I understand that social media has the ability to expand our horizons and provide us with the ability to reach out to consumers in a new way. But, remember that consumers aren’t our “friends,” even if we communicate with them on social media channels. They are consumers, and they want something from us. They understand the transactional nature of the relationship, and they (probably) want us to hold up our end of the bargain by being professional, charming, and a little less embarrassing.


In my opinion, the safest approach involves hierarchy. Social media channels in which random strangers or potential clients can join in the conversation should be a little more professional and a little less social. No outbursts, racy content, unusual jokes, or rants should ever show up here. Period. If those human thoughts simply must be expressed, they should wend their way onto private sites with locked guest lists made up of friends and family members, not outsiders.


I’ll go a step further, too, and suggest that this kind of content shouldn’t appear on social media sites at all, no matter who might be on the receiving end of those messages. It’s all too easy to cut a comment and paste it somewhere else, and it’s all too easy for a disgruntled reader to strike out against the company.


* * *


Professionalism should mark every interaction online, even if that makes the person’s online persona a little less than human.


To me, the hope for safety is just part of human nature. Eliminating the nasty parts of an authentic social media persona make that safety a little easier to achieve.


by Jean Dion |  May 20, 2014  |  Senior Journalist |  InternetReputation.com

By Excelsior June 26, 2022
Stamp Types and Materials We’ve had some questions regarding Pallet/Lumber Stamps – here are some answers… What are the styles of Pallet Stamps? There are several styles of stamps currently being used for marking pallets to indicate pallets have been heat treated, meet IPPC requirements and or are for dunnage. The most common sizes produced for stamps are 1 ¼” x 2 1/8” and 2” x 4” but stamps can be made to any size to fit the application There are rubber stamps that are inked before use with a separate ink pad, these can be supplied with a flat mount or a rocker mount for larger sizes, along with various styles of handles or knobs. Some are also supplied as a hammer stamp There are self-inking styles of stamps, these will have an ink pad as part of the stamp and will ink the die while being used. They can be supplied as an upright style, commonly referred to as a grocery stamp, or as a roller stamp where the image is rolled on. Which type of Rubber is best for Pallet Stamps? There are different types of rubber used to make the stamp dies, natural rubber and buna rubber, and some people will use photopolymer to make the stamp dies. All provide different characteristics and benefits. Ink choice needs to be considered when choosing the rubber type used Natural rubber is the most used. Latex based; it will provide a softer material surface that’s helps provide a better image on a rough wood surface. Natural rubber can also be supplied with a ribbed back that will be used to snap and hold into place on the stamp mount, making it easier to change dies when they wear out. Good abrasion resistance and tear resistance, fair solvent, and oil resistance. Buna rubber is a harder durometer material. It is a synthetic material that will be more resistant to the corrosive ingredients in the inks used. While it will hold up better, the harder surface makes it less forgiving when stamping a rough surface, it will not be as conforming when stamped. Excellent abrasion resistance, good solvent, and tear resistance Photopolymer is a synthetic polymer. While it may provide the best image quality, it is also the most susceptible to abrasion and environmental (ozone) issues. Poor abrasion resistance, fair tear, and solvent resistance. What type of Ink should be used with Pallet Stamps? There are several types of inks used for stamping wood. Rubber stamp ink, it is used for stamp pads and for self-inking stamps, it will have a slower dry time to avoid drying out on the pads, lower solvent (alcohol) content, designed for use with natural and buna rubber. Higher in cost. Stencil ink, quick drying. Used by many in the pallet industry because it is lower in cost, but it is much higher in alcohol content and will cause the stamp dies to swell, become gummy, and produce a lower quality image. This information does not cover all the stamp styles and materials available but includes the most commonly used. Every application can be different, we hope this will provide a good reference for you when deciding what best fits your need. EMAIL SALES@EXCELSIORMARKING.COM to learn more.
By Excelsior March 21, 2022
As a designer and maker of business signs that meant looking at the materials we use, and determine if we could integrate more recycled and reusable. Interestingly, this meant going back to some tried and true options – wood and metal. And cutting down on materials used. So, what is sustainable design? Simply put it’s design that offers “responsible interaction with the environment to avoid depletion or degradation of natural resources and allow for long-term environmental quality.” We began designing Signs using wood and metal sheeting, metal frames, wood plaques, and metal lettering. We tested and produced ADA/Braille Signage using UV Print technology with wood and metal. We produced Awards and Recognition displays combining natural materials and recycled, locally sourced acrylics to achieve the aesthetics and sustainability goals. In addition we produce Office Signs ,that traditionally have used 2-3 layers of materials, that use one layer of material. Our process can produce raised print, Braille and even design textures in one step on layer of material. Here’s a few more ideas… By using cut aluminum lettering we upgraded the look and environmental impact. Another trick was to use recycled materials to create an impactful design.
By Excelsior February 15, 2022
Call it Marking, Stamping or identifying; every Wood Pallet and/or Plastic Pallet that travels globally must be marked with an ISPM approved mark. The International Standards for Phytosanitary Measures – ISPM mandates this fact. The reasons for the mark is clear – to reduce the risk of the introduction and spread of pests, via wood pallet. Each item must be treated either by Heat Treatment or Chemical Treatment (Methyl Bromide). The problem arises when the “How” to mark the Pallet comes into play. The Mark, indicating treatment, varies by country. In general it will include: -The symbol (IPPC) – Country Code – Certification Agency Code – Treatment code (HT or MB) Always check with your Certifying Agency for the exact standard. From these guidelines, the search for the perfect marking solution was born. The challenge is to find a method that will work in a dusty, outside environment. In addition, depending on where the Pallet manufacturer is located, air temperature may need to be considered. There are a few major ways to mark wood pallets. All have advantages and disadvantages. They include Branding, Stenciling or Stamping. Branding Branding uses a Iron with a heated, metal die to burn an imprint into the pallet. Heavy duty Branding Irons can be hand held or machine mounted. Branding creates a solid impression. Generally the brand will include the two letter country code (e.g. DE for Germany), the regional identifier (e.g. NW for North Rhine-Westphalia) and a registration number issued by the regional phytosanitary authority to the packaging container manufacturer, the packer or the consignor (unique number beginning with a logo. Learn more about the approved mark from your certifying agency. Custom branding dies are made of steel or hard metal that can withstand the high temperatures. Electric and Propane Branding Irons come in different wattages. A higher watt iron will allow a quicker process, with less down time. Branding entails more of an investment than stamps or stencils. All dies are custom machined, and the heavy duty Branders are also an investment. Once set up to Brand, the equipment can last several years. Stamping First, and probably, most common is marking with a Rubber Stamp. There are several types of rubber stamps; knob handle, self inking, and roller. The image is clear and visible, and with proper care, the stamp is a good solution. However, the process can be relatively slow since each pallet is stamped individually. Stenciling Stenciling is another solution for marking wood pallets. A laser cut, custom stencil is positioned on the pallet; Ink or paint is applied; and the stencil is removed. When applied carefully, a good mark can be achieved. e best solution to marking pallets and lumber. The printer can be programmed from a PC and allows wireless marking. Printing is quick and consistent. For larger operations, inline printers can be machine mounted. This option does require an investment and a more “innovative” business philosophy. One early adopter had this to say; (the hand held printer) has “given us the ability to quickly mark our pallet and crating products with very little effort… Markings are clean and clear, showing a professional look our customer base now demands.” There has also been some resistance to accept the printed marks by some in the Pallet Industry, but that seems to be subsiding as more Hand Held Printers are used.
By Excelsior February 8, 2022
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By Excelsior August 29, 2021
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By Excelsior July 15, 2020
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By Excelsior February 9, 2020
ULTRA-E HD platemaking will take your flexo print to ULTRA HIGH levels. Combining industry leading 4800dpi imaging, innovative flexo dot screening and skilled flexo prepress professionals, ULTRA-E HD will improve your print color and clarity instantly. Using proven direct to plate technology, ULTRA-E HD consistently produces high quality photopolymer plates at 23 million pixels per inch. Comparing that to 16 million pixels for normal HD and 5.7 million pixels for traditional digital platemaking shows ULTRA-E HD images with about 40% more data per square inch. More data. Better imaging. Better plates. Better print. Learn more.
By Excelsior December 11, 2019
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By Excelsior October 29, 2019
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By Excelsior July 15, 2019
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