As of today the oil spill is most likely going to surpass the Exxon Valdez oil spill.  (Interesting how everyone is using the word spill…spill makes it sound like something you can quickly clean-up and this certainly is more than a “spill”).   While BP is working on various methods to contain this disaster it amazes me while watching the interviews how we have not heard the words “we are sorry”.

Now don’t get me wrong, I completely hate false apologies a la Wall Street, but when your company, or your brand is at stake do you really think saying “we are sorry” is a bad thing?  I watched an interview with BP’s COO Doug Suttles and NBC’s Ann Curry yesterday and Doug did exactly what a well trained corporate spokesperson should do…stay on message.  He focused on the clean-up by saying that BP is using every resource possibly to contain this spill.  And while Mr. Suttles focus is on “doing what it takes” and how this is the biggest response to an oil spill.  (Kinda makes sense that if it is going to be the largest oil disaster in this country that it should have the biggest response—but I digress) no where did he apologize.

Ann Curry asked Mr. Suttles directly if he was ready to apologize to the American people and Mr. Suttles stayed on message.    While it is a PR persons dream to have someone not go rogue on the messaging I am seriously thinking that a simple apology would have helped a bit.

The BP brand is obviously going to suffer for this disaster, but I think a simple “ we are sorry that this happened, and we are doing everything possible to contain this spill’ and then you can go into your messaging would have been a much better way to go.  Or, how about this…. “we are sorry that has happened and we are investigating the cause of the spill, but right now our focus is the clean-up and how to contain the spill.”    While that may not change your mind about BP, especially all those poor fishermen whose lives will certainly be changed forever but since when is saying your sorry for something you did a huge sign of weakness?

I get it!  There are so many deadlines, and priorities that are grabbing your already over taxed and over loaded schedule…. but when does social media make it to your priority list?  It feels so overwhelming.   How do you start and what services do you spend time investigating?   Do you wait until your brand, or your company has to quickly respond to a negative customer experience without understanding the tools?  Do you think that social media is just a fad that will eventually fade away?

Do yourself a favor and invest 4 ½ minutes to watch this Socialnomics09 video: youtube Socialnomics 09 Video

Just a few of the things that jump out at me from the video are:
• Social media has overtaken Porn as the #1 activity on the web
• Gen Y will outnumber Baby Boomers by 2010
• If Facebook were a country it would be the 4th largest country
• 80% of the companies use Linked In as their primary recruiting tool

While social media is rapidly becoming the new word of mouth you need to be prepared both professionally and personally.  If your company is living in the land of denial then it is up to you to invest in yourself and understand the “fad” called social media.   No one can predict the outcome that social media will bring to business in the future but we all know social media is here to stay and the impact on business is already mind-boggling.

Social media is not as scary as it sound.  Social media is another tool in your communications bag that you need to understand.   Where do you begin?  Many colleges, universities and professional organizations are offering classes, Amazon has books, You Tube has videos, and of course there are the Gen Y folks who are ready and willing to open up and show you what really is going on in the world of social media.  Social media is about connecting with people … albeit in a bit different fashion then we are used to.   The world is changing and it is getting updated anytime from anywhere – probably by the person sitting next to you. Don’t run, don’t hide, invest in yourself- perhaps this can be an early New Year’s Resolution.

Having spent the better part of the last year networking I am appalled when I hear some of the horror stories of today’s interview process for a new job.  Granted there are sometimes hundreds of people who are applying for one job, and I know it is impossible to give a personal response to each of them, but no response at all?  Since when is that a good idea?

Here is another one- you have an interview (either phone or in person) and you are told they will get back to you by “X” date.   Well “X” date comes and goes and guess what, no call, e-mail, letter, text…nothing.  So you start following up, once, twice, three times- (you see where I am going with this) but still nothing.  Since when is it okay to treat someone with so little regard?  How hard can it be to send a simple e-mail or return the call of someone who is curious about their status?  Remember this is someone who is interested in your company!   What does this lack of common business courtesy say about your company brand?   Is this the image you want to portray?

You can try to blame the economy and the increased number of applicants for your poor performance, but wouldn’t you rather be known as a company who has respect for it’s potential employees along with respect for its customers?

While the economy is a bit shaky now, things will turn around and people do talk- especially when they network.  There are some very talented people who are getting the run around today.  Maybe you are sitting there thinking, so what is one or two people bad mouth our company who cares….. well most likely it is more than one or two and they tell two friends and so on and so on.  And that doesn’t even count what is being tweeted about your company.

At the end of the day how do you want your company to be remembered?    Relationships are still the key to success and your brand image.  Why not make your brand stand out and do something old fashioned– have some manners!