Let’s Talk About Transparency

Recently I have noticed that more lawn care companies have created websites, Facebook fan pages and blogs to promote their services. Are they being honest and open about their products, services, and their company as a whole? Or, are they hiding information that they know might prevent people from wanting to do business with them? Maybe they are a great company, but their marketing program doesn’t reflect any transparency?

This morning I discovered a post on the Debt Free League’s blog  which described a situation involving an American lawn care company, and I suggest you take a moment to read this short post. I would call this a “reckless disregard for transparency.”  The author of the post describes a situation involving a company that set up several websites with almost identical names to several of its competitors’, but with a different phone number and a PO Box for an address. Potential customers would do a Google Search for the company they wanted to contact, and would find the “impostor website.”

As seen in the Debt Free League’s blog post, sometimes companies are blatant with their lack of transparency, and hide some unflattering information about themselves, but other times it is harder to spot. Some lawn care companies here in Canada give the illusion of transparency with a Facebook fan page or a blog, but look closely. Are you able to see posts and comments from customers? Are questions and concerns responded to in a timely manner? Are you able to tell if they use the most environmentally friendly lawn care practices? Are they honest and respectful to their customers? Are they easy to contact should you have a concern? Maybe they are a terrific lawn care company, but their social media marketing plan does not show it, and they are missing out on new clients.

When might limiting social media transparency be appropriate? I strongly believe it is important for companies to always respect their clients’ privacy. This might mean that the company is put in an awkward position when it comes to defending itself against a negative post. What if a customer with a drinking problem posted something negative on a company’s Facebook fan page? Would it be proper for the company to be honest and say that they did nothing wrong, and Mr. Jones was drunk and belligerent? Certainly not! But they could contact him directly and work things out with him, and post something respectful showing their concern.

Being transparent involves sharing the bad with the good, and helps companies develop positive relationships based on trust. It keeps things real and believable. Click here to read an interesting article about the efforts of Dole (as in bananas) to be as transparent as possible in their marketing campaign.

Note: I, personally, do not provide lawn care services. In fact, my preference is to get rid of lawns and plant more fruit, vegetables, shrubs, perennials and ground covers!