Most businesses today have adopted a Facebook page, a Twitter profile and certainly a web page. Online media, for some businesses, is viewed simply as a modestly effective marketing tool, that certainly makes it easier for customers to find their hours, and location. Yet, there is much more brewing below the surface,¬†as I discussed last week. Social media makes the actions of a business more transparent… and when customers, people outside the company can create blog posts, facebook entries and tweets that impact a large circle of people, businesses can be vulnerable.

Some businesses have learned the hard way that social media brings a dramatic, forceful impact on the company image.

It will be interesting to see how social media will impact those companies once tainted with scandal. Glencore International, the long-held private Swiss-based commodity trading powerhouse, a name tied to allegations of bribery, corruption, tax evasion and human rights violations, is now opening themselves up to the investing public.

Will Glencore change its business practices in an effort to gain public investors? Companies desiring to gain our trust will need to be believable through sustained efforts.

We might like what we see. As part of Disneyland’s green initiative, their trains run on bio-diesel made with cooking oil from the resort’s hotels. The Columbus-based restaurant, Park Creek Kitchen is committed to using products from Ohio farmers.

 

Some of the strongest companies will emerge from those brands that connect the public and the personal in today’s financially-strained economy.

Adapted from my column for the SNP.

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