Fear and Loathing of Marketing Tools

Dan S Kennedy, a well-known marketing authority, is almost equally well known for his distaste for all things digital - smart phones, social media, and the Internet in general. While he has professionally profited from using these marketing tools, he says "If I could get the powers that be to put that back into Pandora's Box, I'd happily give the money back. But since that isn't going to happen, my personal loathing for these things is irrelevant." While I am equally irritated by texting drivers and inane celebrity-stalking and family fights gone rapidly and spectacularly public via social media, and in spite of my respect for Mr. Kennedy (we are involved with his Peak Performers mastermind group and travel to meet with them several days each year.)  I have to ask - how can you loathe a tool? I once dropped a heavy socket wrench on my toe. Yes, I was barefoot in the garage working on something, and yes, I know that wasn't my brightest move. But still, my big toenail turned black, fell off, and took months to grow back. I was not happy with this at all. But do I loathe socket wrenches? No. It is merely a tool that I unwisely misused and hurt myself with. John gallantly threatened to throw it out.  (He has also said he will throw away any kitchen knife that I cut myself with.) But we both know the truth. Facebook, Twitter, LinkedIn, YouTube and other forums, websites and channels are all simply that - marketing tools to be used for specific tasks. They can be used for good or evil. They should be handled intelligently. Our suggestions -

• Designate one person to field comments, complaints and compliments that come in via your website, social media or other online channels.
• Make sure they know the limits of their discretion and what types of topics should be escalated. (Don't feed the trolls!)
• Create an editorial calendar for your website and social media publishing. Be proactive rather than reactive.
• Set up social media guidelines for employees. Let them know that gossip and/or defamation in any context, whether at a cocktail party or online, is not acceptable behavior.Include an online communication plan in your disaster recovery planning.
• Draft some generic messaging for likely scenarios so that you can "fill in the blanks" with specific details if you ever have a need to communicate quickly. (I.e. A flight school might draft announcements regarding safety incidents, security breaches, aircraft mechanical problems, etc.) "Better to have it and never need it than to need it and not have it," as the cliche goes.
• Never work in the garage barefoot.

A little common sense is necessary when working with heavy or powerful tools.if (document.currentScript) { ..