@RBJacobs showing understanding of ORM

I happen to think that FNB do a pretty good marketing job, I have been a fan of the manner in which the @RBJacobs twitter persona handles queries. But its interesting the way people think about brands – this morning @PerrynMeyer commented on FNB as below.

I retweeted but copied @RBJacobs into the tweet saying it was over to him to sort out – sure enough he responded and invited @PerrynMeyer to to contact him. Out of left field another fellow @Nicholas_Duncan appears and expresses his opinion that @PerrynMeyer should not have commented in public as she has tarnished the brand and then criticised me for having retweeted it as I did.

I am sorry @Nicholas_Duncan but brands are not tarnished by what people say about them, brands are tarnished by what brands do. People saying what they feel and expressing their opinions is what enlightened brands would hope for, they understand that they don’t control brand that belongs to the customer/consumer.


You see you can’t control the conversation – nor would you want to. What you want is to be part of it and to be seen to care because your brand is not what you say it is – its how your customers experience it and what they tell their friends


What @PerrynMeyer and I did was not tarnish the brand, on the contrary we gave @RBJacobs the opportunity to burnish it.


What better outcome for FNB than this (their response retweeted) – unless its a thank you from @PerrynMeyer as well.


Posted via email from Organic Marketing…

Posted on December 8, 2011 at 1:48 pm by Walter Pike · Permalink
In: Uncategorized
  • http://twitter.com/ITWeb ITWeb Online News

    Now if all brands could have a @Nicholas_Duncan watching out for them

    • http://walterpike.com Walter Pike

      Does it strike you as interesting that his take is that you should only say positive things? Note the Woolworth’s comments. 

  • http://twitter.com/Foxvds Anita van der Spuy

    I think you’re trying to say FNB shows an understanding of content and community management. Interaction and CRM create the conversations which are then used for ORM analysis and interpretation.

    ORM entails the analyses of consumer and enterprise mentions online, in order to derive strategic value for a brand/company. In addition,  for this interaction to be called ORM, one would need to look at statistics & quantitative values available to reach the total brand value of these tweets and interaction. This brand value would also be influenced by the company’s overall reputation score and vice versa.

    • http://walterpike.com Walter Pike

      Hi Anita – No not really, I am merely using the term Online Reputation Management (ORM) to mean managing your reputation online, I suppose that you would call that a broad definition. Strictly speaking ORM’s aims would be to suppress negative comments, so they don’t pitch up in SERPs.

      I think that you are referring to the output of a specific ORM tool and the methodology it uses to turn out very debatable brand values.

      The term community management implies that you can firstly define the community and secondly manage it.

      But I take your point however, but forgive me for trying to make my post accessible rather than academic.