CEO John Mackey

[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.

{ 4 comments }