The Napa Valley Earthquake was very close to home. It was also quite a reminder for me how important it is to keep your business local; most especially your social media. Don’t expect someone sitting in Kentucky, for example, to understand the local geography. And, how can you even begin to measure someone’s emotional intelligence in the process. If you’re just hiring some agency, which has hired kids off the street who think they can just fill in the daily blanks, you’re in for a big surprise… sooner, rather than alter.
I actually had an agency call me one time,
to see if I could help with social media for one of their clients…
It was because of my blog. Reading it, it appears that I probably know a bit about the wine business, right? What I was being pitched was to write Facebook entries for a former client, with whom I had worked for nearly ten years. The joke in it for me was that I probably knew too much about the company than anyone would care to know… But, and this is a BIG but… why was I terminated as an expert in their history, and now they were farming out their social media to a group outside of California looking for someone inside of California? They would get the fee for farming it out, and did they even know who they were talking to? No… I didn’t hear back from them when I explained the irony of the fact that I was who I was in the history of the wine company?
And their eventual social media? Generic at best; wanting, a least.
My former client could have come to me directly and explained a shift in my job descriptions. Their continuing revolving door and the layers of their petticoat, however, were now strangling their ability to see beyond the haze of their netting.
I’d like to remind you all, if you own a company, “thinking locally” is always better or your business, as well as your image.
There was a huge social media fail coming out of Louisville, Kentucky on Sunday morning, as everyone was spreading the news of the Napa Earthquake. It came from a company representing a Sonoma County entity. I’m not editing typos:
See if you can catch the faux pas…
First, the reaction from a Sonoma County Facebook page:
We would like to assure all visitors to Sonoma County that there is no damage from today’s early morning earthquake. Happy travels.
While 403 people liked this, it’s safe to say that they’re mostly not in our area and love Sonoma County. Meanwhile, others saw the flaw in the social media ointment. This allows for a teachable moment.
- Taylor: Maybe a “hope our napa neighbors are safe” status would’ve been better
- Christine: Way to put greed above safety.
- Charlene: Someone is assuring us from Louisville, KY?
- Susan: There is damage in Napa. Watch the news.
- Pamela: Naps is not sonoma County
- Jen: Agreed. Damage in Napa and in Sonoma which is in Sonoma County. And why is a post about Sonoma County coming from KY
- Jennifer: why does this say Louisville, KY ?
- Jo: Pamela, the fail is telling people to have “happy” travels. The wine industry is very closely knit, so our hearts are sad, on this side of the industry. Someone who doesn’t understand our situation… Feeling horrible for our Napa Valley friends, won’t be in that “happy” mood. It’s going to be really somber here… Someone writing in Kentucky doesn’t know that… So, it is better to hire someone close to home, in a case like this… That’s where the fail occurred. And… I’m right here in Sonoma.
This is why it’s important to think locally….
There is good news for this story. Enough of us had such a negative reaction that someone has now taken down that entry.