Friday Wrap #70: Brand sharing, content’s importance, B2B and emotions, RSS is back, and more

Friday Wrap #70
Image (c) CanStockPhoto
It was hard keeping the Wrap down to a reasonable number of items this week, so I stopped trying. Not everything I flagged is here, though, so if you want to see all the entire collection of stories from which I drew this week’s bits and pieces, visit my link blog at

Brands should share more; consumers don’t think they do

Sharing content is great, but limiting sharing to content is one-dimensional thinking. Ninety percent of customers want marketers to disclose more about their brands, according to a new Edelman report, but only 10% of customers think brands are meeting this need. The… Read More »

Voice vs. angle

Shel HoltzThe Net has rendered the notion of corporate voices obsolete. The fact that anything a company says to one stakeholder audience can be found online by members of a different audience means inconsistencies in messages will be found, analyzed, and spread.

Nowhere is this more true than the traditional distinction between a company’s internal voice and the one it used to communicate with external audiences. Interviewed for IABC’s CW magazine, Best Buy CEO Brian Dunn said,

There isn???t anything I send to employees that I wouldn???t be prepared to have published on the front page of the newspaper. I don???t think control actually exists.…

Read More »

Transparency, engagement, responsibility: Hospital exec Paul Levy is a role model for CEOs

CEO reputations are already in the tank. According to the Edelman Trust Barometer, used car salesmen have more cred than CEOs and official corporae spokespersons. Those same CEOs should be looking beyond the current economic crisis. A rehabilitated image will be important once the sting of the recession has faded.

Writing on, Dr. Leslie Gaines-Ross pointed out that a CEO’s internal communications stand to have a bigger impact on how a CEO is perceived by external audiences than external marketing or PR efforts. Gaines-Ross, chief reputation strategist for Weber Shandwick, said, “as companies continue to announce… Read More »

How many execs really leave “to pursue other oportunities?”

At one of the Fortune 500 companies where I directed corporate communications, many years ago, a reorganization consolidated some of the company’s business units. In a game of executive musical chairs, one high-ranking exec was left without a job.

The press release the company issued used the typical jargon claiming that the poor fellow was leaving the company “to pursue other opportunities.” I suppose that was true. The interesting he was leaving to pursue was finding a job after being dumped from the organization.

Journalists are wise to this kind of euphemism. A night copy editor at one of the dailies covering the company ran the… Read More »

Don’t give Apple a pass

I was embarrassed today during my presentation at New Media Expo in Las Vegas. John C. Havens, the co-author of my new book , and I were delivering a talk on the the theme of the book, “Tactical Transparency.” When discussing the notion of being transparent about business processes and problems, I used Apple’s Mobile Me as an example, showing a screen shot of the MobileMe Status page on the Apple website.

As soon as I started talking about it, a hand shot up. Allison Sheridan said the MobileMe status page was a terrible example.

I was confounded. After all, the inaugural post to the MobileMe status page made my point precisely:

Read More »

Non-threatening ways to get your company started with social media

As organizations seek to expand their communication efforts to include social media, they often find themselves facing the same hurdles that were faced and ultimately overcome by earlier adopters. Efforts to introduce social media have been hamstrung by questions of time commitment, IT issues, and legal concerns.

Usually, blogs are the tactic that face these obstacles (although I have also heard of other challenges, such as a legal objection to the construction of a special-purpose Facebook page). The assumption that blogs must be the company’s point of entry into social media is most likely based on the fact that blogs were the firstRead More »

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