August 2009

Transparency Is Key, But Controversial Issues Not So Much!

by Mike Vallez on August 24, 2009

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Jennifer Van Grove over at Mashable brings to light the potential for social media to have a very negative impact on a companies social media efforts. Whole Foods CEO John Mackey wrote an opinion article in the Wall Street Journal targeting the controversial issue of “health care reform”. Unfortunately, Mackey’s opinion piece has ruffled some feathers of his social media followers on Facebook and a Whole Foods boycott 22,000 strong has ensued.

This brings up a very good issue. Does one convey their opinions on controversial issues, such as religion, politics, etc as a public representative of a brand? Now, I am in now way condoning being dishonest or non-transparent when conveying one’s views. However, one must consider the ramifications to taking on those controversial issues publicly that are better not even discussed amongst family and friends. There is a proverb in the bible that states “he who restrains his lips is wise” (paraphrase).

The back lash that has begun against Whole Foods has nothing to do with the product, service, or the company, or does it. When you as the “brand leader” step out and take on issues that are controversial then one must prepare to endure the consequences. The focus on Whole Foods at the moment is not based on the company’s awesome groceries, green efforts, or great employees’. Rather, the focus on Whole Food is based on the fact that many feel their CEO does not believe in health care reform. Right or wrong I am not sure this is the best way to get your brand recognized.

Another key point is the power social media now wields. To have a Whole Foods Facebook boycott 22,000 strong in 10 days time is extremely significant. This is the sort of PR social media frenzy that could spin out of control on Facebook and may potentially penetrate into Twitter. Just imagine if a “Tweetup” were scheduled in several major cities where Whole Foods exits to protest this issue. I don’t think I would want thousands of people outside my store stirring the chum.

Then what is the answer to the initial question? A person who is viewed as the brand representative will no doubt bring negative publicity 9 times out of 10 when taking on a controversial issue such as health care reform. I personally would council any brand leaders to think twice before taking on a controversial issue that has little or nothing to do with their business model. More than likely this publicity will not benefit you. The power of social media is still being underestimated and it is surprising that companies that embrace social media positively do not see the dark side of social media that could make their brand suffer or become insignificant.

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Tampa Police Corporal Mike Roberts 10-7

by Mike Vallez on August 22, 2009

Tampa Police Department (TPD) Corporal Mike Roberts was killed in the line of duty 08/19/09 while investigating a suspicious person News Story. I worked at TPD during the same time Corporal Roberts did prior to my retirement in 04/2002. Although, I do not recall ever meeting Corporal Roberts. I wish I would have had the honor of meeting him because he was a damn good cop. Corporal Roberts was with TPD for 11 years. During that time he racked up numerous commendations, one of those commendations was for saving a little girls life. Corporal Roberts was only recently promoted to the rank of corporal in 07/2009. Corporal Mike Roberts died while doing his job, the job he loved, the job he was naturally good at.

As the citizens of Tampa slept on 08/19/09 Corporal Roberts confronted a dangerous heavily armed individual pushing a shopping cart down a busy street filled with high powered weapons. The scenario of a man pushing a shopping cart filled with dangerous weapons down a busy city street seems to be more like a Hollywood movie rather than real life. In this case the threat was real and what happened could not be scripted by even the best Hollywood writers. Corporal Roberts attempted to determine what this suspicious person was doing and in a brief few seconds he was shot in the side of his chest in an area not protected by his personal body armor.

As a police officer you do not routinely think of the harm that could come to you while doing your job. Oh, sure the thought of your personal safety is ingrained in your head during training and self preservation becomes instinctual out of necessity. But overall as a police officer working the streets you handle situations as they arise and yes at times put your life on the line. I don’t think Corporal Roberts had a problem doing this because it is obvious he believed in what he was doing. As a former police officer I can tell you that the most of the time the immediate fear of a situation is not realized until the incident is over. If it was any other way the distraction of fear could cripple you and take you off your game causing a serious officer safety issue. Corporal Roberts was fully in the game and not distracted on 08/19/09 when he was killed. He was fulfilling his sworn oath to the citizens of Tampa until the very end of his life. The citizens of Tampa should be ever so grateful to Corporal Roberts and his family because he gave his life for their protection.

There is no other single incident that drills to the center of a police officer’s heart than losing a co-worker on the job. Even though I have been retired for several years I still feel a loss when a police officer is killed in the line of duty. It is that much worse when the loss is from your team. This last statement was not meant to minimize any police officers death in the line of duty, but Corporal Roberts death is much more personal to me because I am retired from TPD and still part of this community. Corporal Mike Roberts laid his life on the line for his fellow man and died a hero. Corporal Mike Roberts leaves behind a wife and son. I encourage anyone who reads this article to consider donating to Corporal Roberts family to help with the financial issues resulting from his death. Please see the information below to see how you can help Corporal Roberts family. Below is also information regarding Corporal Roberts memorial service and funeral.

Tampa Police will honor Corporal Roberts with a Memorial Engraving, his name will be added to monument on Monday, August 24, at 9 a.m. at 411 North Franklin Street in Tampa .

His wake will be held Monday, August 24, from 6 p.m. to 9 p.m at Blount and Curry Funeral Home at 3207 West Bearss Avenue in Tampa.

His Memorial Service will be held Tuesday, August 25, at 10:30 a.m. at the St. Timothy Catholic Church , at 17512 Lakeshore Drive, in Lutz.

A special account has been established with the Tampa Bay Federal Credit Union
for anyone interested in making a donation to the family of Tampa Police Corporal Michael Roberts.
Make Checks Payable To:

Cynthia Roberts or Tampa Police Memorial Fund
Account Number – #538412-00

You may use any CU family of credit unions in the Tampa Bay area

For additional information – please contact Mrs. Susan Delage at 276-3373

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Marines Ban Social Media, But Can They!

by Mike Vallez on August 13, 2009

A little over a week ago the U.S. Marine Corp banned all social media, or as they call it “social networking sites” from the Marine Corp enterprise network. Marine Order Banning Social Networks Let me clarify what the Marine order constituting the ban gives as a “social network site” example: Twitter, MySpace and FaceBookNow. These are truly the powerhouse’s of social media and obviously the most commonly used amongst the general Marine population. This story to someone not involved in social media may be viewed as just another news story, but really this is much more. The ban by the U.S. Marine Corp of all “social networks” for one year is monumental challenge against our culture. I am not trying to get all “Kumbya” here, but let the Marine ban sink into your “Cerebellum” for a moment. If the Marine ban goes well, perhaps this action could be picked up by mainstream U.S. businesses and perhaps not. If U.S. businesses pickup the ban it will be interesting to watch how our culture changes. You would see a huge work around by individuals to continue their social media fix. On the other hand, perhaps this does not go well for the Marine administration and they suffer a morale setback, not sure if that is possible (Marines are damn tough). I sympathize with the Marines’ who will now be unable to communicate with family and friends through their work computers. How about those Marines that cannot afford a personal computer and are away from loved ones. How are they supposed to stay up to date with those loved ones? Is this going to be good for Marine morale, not likely. Working in the National Security Industry I am sensitive to the possibility of someone trying to obtain information from Marines’ through “social network sites.” But, is it possible that “classified” information is less likely to be lost this way than through traditional personal issues such as financial problems, drug problems, alcohol problems, etc. Personally, I don’t think even the U.S. Marine Corp can stop their Marines from being involved “in the conversation”. The social media revolution is here! The Marine administration can take the Marine enterprise network out of the social media, but the conversation will take place without the Marine’s being involved. Michael Vallez

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