A billboard stands on Hwy 360 between Dallas and Fort Worth and it states:
Over 27,000 jobs lost… Over $300 million paid in executive bonuses. (then, a URL to a web site paid for by unions)
These people have picketed, worn buttons and rented this billboard. Now, they’re using an interactive web site game to skewer their CEO. NBC5 reported that Transport Workers Union, which represents mechanics, bag handlers and other ground workers at American, announced its latest campaign in the form of American Exec Check. (check it out!!!)
They state, correctly, that executive pay and bonuses often have nothing to do with company performance. (Wait a minute… Doesn’t YOUR pay have EVERYTHING to do with your/your business’ performance?)
Now, on April 15, 2009, American announced that its parent AMR Corp. lost $375 million in the first quarter as people flew less this year than they did a year ago, and officials said May and June bookings look like more of the same. (Wow… color me shocked)
Now, aside from the morality/right-vs.-wrong/accounting methodology/contract signed/whatever justification for these bonuses, the point I’m making is about the AA brand. Everyone already hates the flying experience anyway. But, all companies need to realize that today customers/employees/prospects have the ultimate loud-speaking system at their fingertips 24/7… the Internet.
Specifically, a blog post, a tweet, a status update, a comment to an article can bring your brand to its knees, sometimes irrevocably, in a matter of minutes. How much is that bonus REALLY worth, AA Execs?
About Wendi
Very notable post. Given the popularity of Social Media these days companies have no chance of hiding behind a curtain or making excuses for this kind of thing. No matter the justification, perception is reality and any intelligent company is going to get out in front of this stuff and address it as transparently as they can. It’s also important for us to remember that it’s easy for a bitter person/group/… to make a big stink even when it isn’t justified but all the more reason for companies to embrace social media (whether they want to or not) because their brands will depend on it. A simple matter of addressing campaigns like the one mentioned above honestly and openly can do wonders for a [large] company’s brand and at the worst prevent a lot of damage. Just ask Ford Motor Co.
Though I doubt it will help the miserable airport/flying experience.