Big ups to 123 Social Media, for not only breaking the Cash4Gold online story, but tracking it so nicely. It’s yet another Motrin Mom’s type case where a company just doesn’t get this whole thing called online reputation. What it really boils down to is, does a company respect the power consumers now have online and offline.
Do you respect it? You should — not understanding your audience — or, in this case, engaging in questionable business behaviors will cost you. Today, it’s not a matter of if, it’s only a matter of when.
The Cash4Gold Reality Check
Monitor, monitor, monitor. Even if you absolutely refuse to participate online, wouldn’t it be wise to at least monitor what’s being said about you, your industry, and your competitors. Just keep abreast. Many of the tools are automated and simply require you to take the time to pay attention. Bare minimum. If they aren’t talking about you now, they will be.
Respect the consumer. Period. I find it completely nauseating that there are still businesses and decision makers who don’t get this harsh reality. You control nothing, your audience controls everything. The only thing you control is how you participate and respond. Respect your audience, period. Treat them as if they are stupid and you’ll regret it.
Hard lessons to learn in this day and age.
Read the full scoop about the Cash4Gold soap opera.
M 
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