Social Commerce

With 140 Characters Comes Great Responsibility

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By Carolyn Goodman

Historically, when a business person speaks “off the cuff,” his or her PR staff quickly steps in to minimize any fall-out. Today, Twitter is the new “off the cuff” megaphone — but in most businesses, tweets are carefully controlled; crafted by someone in PR or marketing and often passed by legal. Despite that structure, there are plenty of instances of irresponsible business messaging (for example, Home Depot’s racist photo) and their typically instant consequences — like the loss of a job.

The world has already been exposed to President-elect Trump’s unfiltered “off-the-cuff” tweets, and his most recent slam of Boeing had an immediate impact on Boeing’s stock price — which leads me to my point.

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Headshot of Carolyn Goodman

Carolyn Goodman

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

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