The social consumer can continue to engage companies with less concern that their actions will have unintended consequences in the future; General Mills demonstrated a commitment to listening and responding rapidly, or as one would say, at the speed of social. Finally this is good for the rest of industry who can be more secure in embracing the idea of liking and following as an organization.
The concept of a “follow” or a “like” is powerful but less so because of what it implies for an individual’s actions or intentions and more because of what can mean en masse – depending on the arena, if hundreds or thousands “like” something it can be translated into a call to action. Social is about crowds but the individual needs to able to, at least to a certain extent, hide in plain sight. Putting too much scrutiny on their individual actions isn’t good for anyone and runs the risk of making too much of single event, leaving us all lurching in over reaction, just like Lucy. Thanks to the actions of General Mills it looks like we’re back on solid ground for the moment.
Mr. Zuffoletti has been a founder of start-up organizations as both an entrepreneur and an intrapreneur and has served life science companies for the past fifteen years. As President of OpenQ he has been a catalyst for determining the company’s strategic direction and for forging critical relationships with customers in regulated industry segments such as pharma and financial services. He …