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marketing, Professionalism, Public Relations, Social Media, Social Networking

Why Businesses FAIL to Successfully Represent Their Brand Online (Part 2 of the Peter Lang Interview)

In a social world that is moving faster than we can imagine, it’s difficult to stay relevant for any person or company. In a recent video developed by Social Media Energy, it states that their research has found 83 percent of all businesses utilize Facebook. Over 700,000 businesses actively use Facebook pages.

For businesses to remain profitable, they need to maintain their relevance in their field. In my interview with Peter Lang, social media strategist and CEO of Peter Lang International, he compared relevancy to life in the ocean: “The most successful sharks in the ocean can follow their prey and keep up with it.”

There are many businesses that create things that are flawed due to their inability to keep up with the ever-changing trends and they simply don’t have the learning capacity, according to Lang.

Lang offered his top three reasons he believes WHY BUSINESSES FAIL to properly represent themselves online:

1. The business does not know that new social tools exist.

A lot of businesses, surprisingly, do not realize that there are many new team collaboration tools online for their benefit. OnePlace, however, is a website that offers organizational and productivity tools for personal and professional use.

Most businesses don’t utilize these proactive tools; they build themselves on retention. The company will retain old communication tactics because they feel they are not broken. While they might not be broken, they aren’t optimal in today’s society.

As the video itself showed, social media can deliver “great value” to any company, as 41 percent of business owners will testify.

2. The business refuses to adapt to change.

Think of the time you last heard from a business that they will “reply to your e-mail within five to seven business days.” Fairly recent, I’d assume? Think of the time you last saw a business reply to you within the hour on Twitter. Not too recent, I’d assume?

Take the example of Tony Bosco: after having a bad experience at Wow Bao, a restaurant in Chicago, Bosco tweeted about it. The owner of the restaurant read the tweet and responded immediately, offering Bosco promotions and special discounts to try the food again. Bosco complied because of the “immediate interaction” he received, he said.

As in the case of Wow Bao, it’s the simple ideas of listening, responding and problem solving that will really create an adaptive organization.

3. The business has interns represent its brand.

Imagine letting a high school freshman teach a graduate course at a university—this almost never happens. In today’s market, according to Lang, many businesses are hiring interns to develop the company’s social media pages. The interns are representing the company’s brand.

In many cases, the intern doesn’t know how to properly use social media to represent the company. Even if the intern is capable, he or she will still become a liability to the company–this new student has become the voice of a company to an entire online universe.

In this case, you’re putting your company at risk by allowing an inexperienced inter represent the company through social media.

As I learned from my discussion with Peter Lang: stay relevant, don’t be afraid to adapt to change. Develop your online presence wisely. Everybody is watching, listening and perceiving you.

Don’t forget: perception is reality.

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About Carlos Perez

A public relations professional, I graduated from California State University Fresno in spring 2011. I understand the importance of integrity, loyalty and respect. I understand the idea that, in a public relations perspective, "Perception is Reality." While I am still young in the profession, I am fearless of the many possibilities that lie ahead in the industry, and in life.

Discussion

2 thoughts on “Why Businesses FAIL to Successfully Represent Their Brand Online (Part 2 of the Peter Lang Interview)

  1. Great job Carlos! Please link my twitter or blog so readers may track the origin. Well done.

    Posted by Peter Lang | October 2, 2010, 3:03 pm
  2. Thank you, Peter! I’ll definitely link your twitter right now. Thanks again! It was great getting to talk with you!

    Posted by Carlos Perez | October 3, 2010, 6:23 pm

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