Wednesday, February 21, 2024

Be careful who you trust with your brand

by David Specht

The interview went well. The “expert” answered all the questions with proper responses, and provided the analytics to back up her assertions. So, we opted to sign the agreement.

We were genuinely excited. We finally took a serious jump into social media marketing. However, our excitement waned quickly.

From the very first post by our newly-hired third party, we knew something was amiss.

The message was wrong. The images were wrong. They even used an old logo that had been out of circulation for years. This person clearly didn’t get us. On top of that, there were glaring grammatical errors and misspellings — a huge detractor in the media business. We were mortified.

In just one week’s time, a brand we had built over many years was seriously tarnished.

Even though we moved swiftly to end the agreement and retake control of our social media marketing, the damage had been done. The adage, “it takes years to build a reputation and only moments to tear it down,” was unfolding right before us.

Luckily, the damage was minimal, as far as we could tell. But the lesson was clear — be very very careful when trusting your brand with any person or company.

On the flip side, it also was a teaching moment for our own sales staff. When a company trusts you with their marketing, it is a sacred thing. It is something we should never take for granted — and we don’t — especially now.

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