In a difficult and unforgiving sector, is it time for a new era of support and empathy or is it still survival of the fittest?

After planning, implementing and contributing to various blogs and forums over the past five years, and Twittering with Tweeple for two of those, I now find myself a little ashamed of admitting to difficulty in gauging whether I should respond to (cantankerous) comments.

According to friends, a combination of my fascination for all things digital, and an insistence of wearing a suit-jacket for every (non) occasion has apparently earned the reputation of being, a bit Geek Chic. Perhaps, Geek Sheik?!. It would appear, after many years of thinking I was out on the periphery, I appear to now conform to a category, or tag. However, in the context of this post, I’ll let you decide (quietly) if it’s cool or not.

As a result of now becoming tagable, I feel slightly embarrassed and overwhelmed by the response received by my last post. For friends who missed it, my post didn’t contain any geeky, tech-related thoughts, opinions or observations.

My previous post (my first on the Brand Republic blog) focused on an identified need for agencies, not all I may add, to embrace the holistic benefits of business development. I tried to clearly explain how I saw the process of developing new new business as a function and element of a wider strategy - an attempt to differentiate one from the other, encouraging innovative thought to transform, once-speculative (cold) approaches it to targeted initiatives. Conversation-led engagement, if you will. Personally, and from comments and feedback (both on and off-line) received externally, I thought I did a good job.

The embarrassment I now have comes with a sense of hesitation in responding to comments, direct messages and opinion I really disagree with - fearful that my newly found geek-chicness would quickly transform in to that of a cold, cantankerous and self-opinionated fool.

Blogging and the provision of platforms, like Comments Central, are of course used by individuals to voice opinion, spark debate, increase profile and aid the organic growth of traffic to websites and blogs. So, what should one do when a comment is posted, by another industry professional, who adopts (what appears to be) a belittling tone-of-voice, risks the possibility of ill-perceived desperation and opens themselves up to scrutiny?

My dilemma: Should I trust the intelligence of the reader, and an ability to draw one’s own conclusion or, like the U.S. Presidential Debate, (respectfully) knock ‘em back in to place with proven fact?

“What to do if people are messing with your brand online”

1. Don’t fight it. Trying to cajole, warn, threaten or even sue someone who is misusing your product or making a joke will only come off as heavy-handed. “Maybe some Neanderthal thinks that they can control this, but the reality is no one can,” said Pete Blackshaw, exec VP of Nielsen Online Digital Strategic Services. And antagonistic attitudes will only invite more criticism and mocking.

2. Survey the extent of the problem. Is it a small group of jokers no one will take seriously or a more reputable group? How damaging is what they’re saying or doing? That is, are they completing maligning the product and associating it with extremely unsavory behavior? Or is it just goofing around?

3. Turn to your social-media crisis plan. And if you don’t have one yet, develop one.

4. Be open with employees. They use social media too and likely already know about it. But make sure to discuss what’s happening and give them the information you want conveyed (for instance, what to say if a friend asks at a party, “Hey, what’s up with all these kids smoking Smarties?”).

5. Respond accordingly. At the very least, have a prepared statement for any media calls. Make sure it is available to all senior executives who may be queried. And make sure to respond as quickly and as transparently as possible to any direct questions from your customers.

Smarties - possibly a Class A(ct)?

How To Smoke Smarties

The Adviser’s Edge

A professional associate of ours, Vicky Carne, has just launched The Adviser’s Edge — an online resource for advisers, accountants and coaches working with small businesses and start ups.

The site incorporates tools for contact management, email marketing, advisory programmes, business information and a great deal more. Do take a minute to check it out (there’s a short video tour on the home page)

TommyTV — coming to a desktop near you…

“Fashion brand Tommy Hilfiger has signed a deal with record company Sony BMG to launch an online TV service offering style and music content. The website, TommyTV, will show performances from new and emerging singers and bands with backstage interviews sponsored by the clothing retailer. There will also be a section called the Hilfiger Auditions, an online talent competition where people can showcase their acts…”

Source: Brand Strategy Magazine Blog