As a Reputation Management adviser, I’m not a fan of Facebook; not, that is, if you represent a company with a poor public image and contentious areas of community engagement. Facebook’s too open a forum for organisations without the balls to have direct and accountable public conversations.
By censoring and deleting stakeholders’ angry comments on its Facebook page, Westpac has baldly revealed its use of social media is for self-congratulatory and promotional needs only. It should, conversely, be to facilitate genuine 2-way communication with its audiences. What’s well revealed here is one bank’s selfish and self-serving attitude towards stakeholder relations that totally misses the opportunity to engage with customer concerns. And to build brand relationship and affinity in the process. If you can’t stand the heat and the ensuing PR disaster flak, Westpac, stay out of the social media kitchen.
Westpac misses 2-way dynamic of social media
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I see this a lot in New Zealand where large companies think pumping out obvious propaganda on social media sites somehow adds legitimacy.
Not only does it not meet that goal, but I’d say it actually makes things look worse.
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Too true Bill; I hope you’re putting these attitudinally errant corporates straight? Many thanks for your contribution and for keeping in touch with the site.
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