”The biggest threat to companies is not disruptive technology

                                   or global competition but complacency.” Beyond the Brand by John Windsor

I’ve had several conversations with companies recently where the leaders have indicated that they are outsourcing new media to their public relations firms. I ask them, “how’s that going for you?” And they reply, ”Well, I assume okay. You know, I really don’t understand this stuff, but they tell me the pr people do.”

Dangerous position.

By outsourcing new media you put another layer between the company and your customers. Which means that you are further from the online conversation about your brand, products, and customer service. At a time when you need to be closer.

You want your customer service reps to be right on top of the customer conversations when praise is given and the pissed-off vent. Right?

And you want your product development people to be talking directly to influencers who have criticisms of a product. And to hear why the zippers are placed wrong on the jacket. And why the hood doesn’t work. And why the shoe laces are too long. Right? 

And your marketing people to listen to why a new brand message isn’t connecting or why the latest advertising is knocking it out of the park. Right?

For years and years and years…I’ve listened to leaders lament how they only wish they could measure advertising in some  way. They always said some variation of this: ” I know I have to spend the money but I sure would like to know what I’m getting for that money.” 

Well, now you can know, in real time. Instant feedback. A sensor placed directly into the marketplace. And you are going to outsource it???  You are going to have a third party decide what feedback is important and what isn’t? To package and then spoon feed you customer information critical to the development of your business?

Thousands of customers everyday are taking the time to talk directly to companies, most with sincerity and a real message. CEOs should shove aside all vendors who want to get in the way of that.

Go ahead Mr./Ms. CEO, get your companies up on the front lines. 

It will change your company, for the good.