Even big companies struggle with communicating appropriately online. Whether through social media or on corporate websites, big companies don’t always get it right.
A great example is Dole, the world’s largest producer and marketer of fresh fruit and vegetables (according to their website), who failed to communicate with their stakeholders, consumers and social media fans during their recent salad recall. An article published by Ragan.com analyzed the response from Dole during the crisis. Critiques of the company’s social media response, website and lack of a corporate blog were among the reasons for the poor communication from Dole during their crisis.
However, Dole is not alone in poor online communication skills. Beyond times of crisis, other big organizations such as Walmart, Hewlett-Packard, Goldman Sachs and more were recently cited for poor online communication in the FT Bowen Craggs Index of corporate Web effectiveness.
Mistakes by big corporations include multiple newsrooms with similar content, global companies neglecting global audiences on websites, poor overall website design and more.
As Bowen Craggs & Co. state, “The corporate website is the core of an online presence, and in many ways the most important communication channel a company owns.”
What does your website say about you?
Regardless of the size of your business, your website is the online face of your brand. It’s important that your website communicates the message of your organization without confusing or losing consumers. If done correctly, as part of an inbound marketing plan, your website will assist with online marketing, brand development, content marketing and much more. But most importantly, your consumers will learn about your company, come to trust your brand and become loyal to your business; establishing relationships that will allow your business to prosper.
Website design and development is only one part of an inbound marketing plan that will allow your organization to reach your target market. Contact JASE for a free Inbound Marketing assessment. The free assessment is worth the time, it’s the best way to effectively communicate your message and establish and market your brand.
image credit: by bitprophet on flickr