{"id":1992,"date":"2012-01-09T21:26:14","date_gmt":"2012-01-09T21:26:14","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/no-no-christoforo-ocean-marketings-epic-fail-in-online-courtesy\/"},"modified":"2020-10-27T17:52:15","modified_gmt":"2020-10-27T17:52:15","slug":"no-no-christoforo-ocean-marketings-epic-fail-in-online-courtesy","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/no-no-christoforo-ocean-marketings-epic-fail-in-online-courtesy\/","title":{"rendered":"5 Online Courtesy Lessons Learned from Paul Christoforo"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft\" src=\"https:\/\/www.benchmarkemail.com\/wp-content\/uploads\/2020\/01\/bad-online-courtesy.jpg\" \/>Our founding father George Washington listed 110 social necessities in his <i>Rules of Civility &amp; Decent Behaviour In Company and Conversation<\/i>. The first president listed as the primary rule: \u201cEvery action done in Company, ought to be with Some Sign of Respect, to those that are Present.\u201d Should the American Cincinnatus have lived to interact with <a href=\"https:\/\/ui.benchmarkemail.com\/email-marketing\/Features-Social-Media\">social media<\/a>, he might be ripping out the broadband cabling at Mount Vernon with his bare hands.<\/p>\n<p><strong>Ahmadinejad in Charge of NORAD<\/strong><\/p>\n<p>The latest well-publicized online flareup involved a marketing guy named Paul Christoforo who was contracted by a Playstation 3 controller manufacturer to conduct public relations: a corporate decision somewhat akin to placing Mahmoud Ahmadinejad in charge of NORAD. Christoforo\u2019s email exchange with a justifiably disgruntled customer has become the stuff of <a href=\"http:\/\/www.penny-arcade.com\/resources\/just-wow1.html\">online marketing legend<\/a>. He didn\u2019t just step over the line, he annihilated it. Reading through the widely available transcripts where Christoforo repeatedly insults the customer with a vehemence bordering on the psychopathic should constitute the ultimate Bible of what brands should <i>not<\/i> do online.<\/p>\n<p>Christoforo has since been fired by the manufacturer and with any luck he\u2019ll find a job more suited to his talents, such as a bouncer at a Dive Bar in Hamtramck. To keep your business from being lumped in with the \u201conline bad guys\u201d you may want to adopt these top five rules of online courtesy:<\/p>\n<p><b>1. Don\u2019t engage in unfair competition<\/b> \u2013 Your social media presence can certainly incorporate fair and insightful criticism of your competitors\u2019 business affairs, but don\u2019t cross the line into impersonating unsatisfied customers or trashing their social network pages.<\/p>\n<p><b>2. Don\u2019t become a social stalker<\/b> \u2013 There\u2019s another line between engaging your customers and stalking them. They expect to interact with you on Facebook, Google+, LinkedIn and Twitter, but when you set up an account on a strictly niche social network such as puppieswithgout.com only because they did\u2026 that\u2019s just plain creepy.<\/p>\n<p><b>3. Don\u2019t SEO your comments<\/b> \u2013 Did you really think that no one could figure out that you\u2019re leveraging your SEO when you dropped into your latest comment 6 keywords referring to the hydraulic elevator shoe you currently have on sale? This form of SEO = hype, and hype = loss of social media cred.<\/p>\n<p><b>4. Don\u2019t be selfish<\/b> \u2013 You\u2019ve got things to do, places to go, inventory to move, so you can\u2019t really be blamed for getting sick and tired of the aimless chatter and pushing your customers to buy or get off the pot. That violates the spirit of social media, which demands brands provide authoritative information without referring to any direct purchase connection. Yes, P.T. Barnum is turning in his grave.<\/p>\n<p><b>5. (Most importantly) Don\u2019t insult anyone<\/b> \u2013 The prime lesson to be learned from the Christoforo debacle is that no matter how badly your business is thrashed, you should never reply in kind. Turn the other cheek, cool off by taking a walk around the block, do whatever is necessary to not engage in exchanging schoolyard taunts.<\/p>\n<p>What Paul Christoforo ultimately failed to recognize is that the customer has the unalienable right to be treated with courtesy and professionalism. It&#8217;s really that simple. If your company firmly adopts the policy that the customer is always right even when the customer is wrong, the benefits you will derive will far outweigh the fleeting satisfaction you\u2019ll get for unloading on some bozo who deserves it. Etiquette and manners will build endless bridges to your customers, and just one misbegotten insult can burn them all!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our founding father George Washington listed 110 social necessities in his Rules of Civility &amp; Decent Behaviour In Company and Conversation. The first president listed as the primary rule: \u201cEvery action done in Company, ought to be with Some Sign of Respect, to those that are Present.\u201d Should the American Cincinnatus have lived to interact&hellip;<\/p>\n","protected":false},"author":139,"featured_media":1993,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2171],"tags":[],"class_list":["post-1992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 Online Courtesy Lessons Learned from Paul Christoforo - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Online Courtesy Lessons Learned from Paul Christoforo - in\" \/>\n<meta property=\"og:description\" content=\"Our founding father George Washington listed 110 social necessities in his Rules of Civility &amp; Decent Behaviour In Company and Conversation. 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