Public Relations practitioner and guru Shel Holtz discusses why companies need to be transparent.
Tactical transparency is using new social media in order to be honest. Transparency and authenticity gives readers a sense of openness to your practices, business decisions, and the factors in making those business decisions. Most importantly, transparency makes your leaders and employers accessible.
John C. Havens, co author of the book Tactical Transparency with Shel Holtz, interviews Kenny Tomlin, President & CEO of Rockfish Interactive, an agency based in Bentonville, AR but with an international reach. An entrepreneur as well as new media maven, Kenny also created a Coffee and other companies as well.
Below is the interview from blogtalkradio.
Kenny Tomlin began his digital agency three years ago. Rockfish started as marketing and advertising agency and now deals with large clients like Wal-Mart. Wal-Mart’s micro site campaign, Eleven Moms, was successful by seeing real conversation. Wal-Mart and Patentee teamed up to launch their new improved hair shampoo. Eleven Moms were given an unmarked hair product and told to write about their experience, positive or negative. Wal-Mart’s Eleven Moms micro site provided tools to their suppliers in real time. Tomlin continues in saying that social media campaigns are sometimes “grand slams” when customers can be engaged and participate with the company. A great social media campaign doesn’t guarantee a great product. Companies always are taking a risk in these new social media tools. By having this micro blog, customers writes about how they feel about a product or company and gives readers a chance to openly express their opinion. The company can make changes or has the option to makes changes to better the company. Rockfish has just focused more on customers, making companys a chance to be more competitive.