The era of friction-free feedback is turning Twitter into a 24/7 anywhere and anyplace complaint desk. Media reporters, now fortified by social-media tools themselves, regularly source scoop from a cheat sheet of tweeters, bloggers and article commentators. Often, they know things about our brands before we do. And let's not forget the already-toxic and wickedly effective activist groups that -- now on social-media steroids -- have dramatically upped the ante for brand pain. Reflect hard on the "Six Drivers of Brand Credibility" -- trust, transparency, authenticity, listening, responsiveness and affirmation. Don't get high and mighty about "cause marketing" if there's a cause group that has a bone to pick with you. Remember, a "Don't talk to me" sign can quickly prompt a video nasty-gram on YouTube, a petition drive on Facebook or a tweetstorm in your honor.
Read more at Advertising Age.
