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You’ve
heard plenty from Bubuwit on the importance of honesty and
ethics. Taking part is where you are most likely to make a
mistake. Good manners and a little common sense will keep
you out of trouble. Step back if you think you’re getting
into a gray area. There’s no good reason to go there (and
lots of bad ones).
It was
intimated to Bubuwit that this travel agency located in
one of the big malls, which sports the country’s flag
carrier, is giving the airline a bad image. In many times
that this frequent customer conducts business with them,
either most of the counter staff are cranky, acting busy
and giving the customers the runaround. If customers are a
bit demanding, they would answer like smart alecks and
murmur as though they want to drive the customers away.
This complainant once heard two of them badmouthing a
naïve woman at the counter waiting for her turn. They make
fun of customers they don’t like, and worst, make side
comments. Customers couldn’t complain because they may not
get bookings that they want.
Bubuwit
says this travel agency stands a serious risk of backlash
if you aren’t talking with customers (when they are
talking about you), and you have a greater risk of causing
negative word of mouth if you’re seen as out of it or
snobby. But, well, it’s an easy decision, look for another
travel agency with good marketing and customer service!
Who should be blogging?
Hint: It’s
not the PR or marketing folks.
Bubuwit
says your best blogger should have true enthusiasm for
your company and its products. A genuine love for the
topic. The employee who wears the company shirt on
weekends.
Participation never should stem from obligation; it should
come from wanting to keep positive comments going; and
from that, knowledge gets turned into action, according to
Bubuwit. It should be open to anyone who wants to do it,
not one who has to do it.
The
bloggers already out there are interested in honest, open
dialogue and being in the know. They’ll be able to tell if
you’re serious about engaging in that kind of exchange.
For your blog to be credible, it’s got to be real—honest,
passionate and plainspoken. Blogging is how your company
presents a human face, not its business one. Keep the
marketing wordsmiths and the lawyers far away from the
company blog. Anyone else who can speak honestly and
normally should be welcome to do it.
Hidden supporters
Your
hidden supporters are all those fans of your company who
have become talkers, but they like you and want to support
you. But what if it’s the other way around?, Bubuwit asks.
These
hidden supporters have gone out in the open and come out
fighting when they heard that this notorious media
personality is back to his/her own agenda. There are
plenty of big reasons to talk about that person, they say.
This person, Bubuwit was told, gets away from criticisms
in the many companies he/she has worked for and keeps to
himself/herself whatever’s happening behind the scenes.
His/her reputation annoys everyone. The most common
question Bubuwit was asked by colleagues is, “When can
that person change?” | 
