Transparency Is Key, But Controversial Issues Not So Much!

by Mike Vallez on August 24, 2009

[audio:http://michaelvallez.com/wp-content/uploads/2009/08/Whole-Foods6.mp3]

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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  • Mike

    As a brand leader these days you simply cannot publicly involve yourself into controversial discussions like religion, politics etc. Your brand image is tied to your personal image whether you like it or not, and you cannot give people a reason use this against you. Like you quoted, “he who restrains his lips is wise.” People use their Facebook profiles as an identity, and joining groups only further defines that identity. No wonder groups like the “The Whole Foods Boycott” become so popular so quickly. It gives people a chance to convey their opinions and add to the identity of their Facebook profile very easily. It has never been easier to join such large groups with such targeted missions and opinions. But now with just a few clicks you can join, contribute to, and share all kinds of Facebook groups. When there is a negative opinion to be given, Facebook groups will give it, all you can do try and not give them a reason. Never underestimate the power of social media, namely Facebook groups or the viral Twitterverse.

  • http://www.michaelvallez.com Mike Vallez

    Yes, Mike I do agree. It is not fair to your brand or the people who support your brand when controversial issues are addressed by a brand mouth piece. The focus changes and a feed frenzy can occur especially with the power social media wields. The future ought to be interesting regarding how social media changes brands, peoples careers, and politics.

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  • http://cops2point0.com Christa M. Miller

    There was a big tweetchat about this last week… the general consensus was that this particular CEO has a track record with PR, to the extent that many feel he is not listening to the PR people he employs, even that he never told them he was going to do this… and either way, that their crisis communication plan was inadequate. (If interested, you can find a transcript here: http://bit.ly/1WsKkR)

    A brand may have a single representative, but more often it’s a group effort, whether behind the scenes or not. Human nature being what it is, though, I think it’s unrealistic to “expect” everyone always to keep the greater good in mind… so the alternative is to take steps to minimize the likelihood of bad or “off” behavior happening, and have a plan in place for when it does happen.

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