Cybersecurity is as much about communication as it is about code. When leadership sends mixed signals - one message in a company memo, another in marketing materials - the inconsistency confuses employees and customers alike. A StratusPoint IT report found that 74% of data breaches involved a human element, including social engineering and error. These incidents often begin with misunderstanding rather than malice.
The reality is people are talking about your brand and your industry - whether you're in the (digital) room or not. They're swapping product recommendations via Instagram Stories or sharing feedback using TikTok comments. Paying attention to your direct mentions and tags is great - necessary, even - but it's not enough if you want to hear more unfiltered thoughts directly from your audience. That's where social listening comes in.
Like many ambitious tech companies before it, OpenAI introduced itself to the culture at large with big claims about how its technology would improve the world-from boosting productivity to enabling scientific discovery. Even the caveats and warnings were de facto advertisements for the existential potential of artificial intelligence: We had to be careful with this stuff, or it might literally wipe out humanity.
For entrepreneurs, few events are more damaging than a product recall. The immediate image is always financial: refunds, fines and settlements. But anyone who has been inside these cases knows the true cost runs far deeper. Recalls erode consumer trust, unravel years of brand building and expose systemic failures in leadership. I have seen firsthand how these crises unfold. In nearly every instance, the warning signs were there.
In 2019, a beauty giant cut ties with a famous influencer after a scandal involving her parents exploded online. The collaboration was dropped almost overnight, leaving people wondering: What kind of agreement did they have in place? Could companies legally walk away that fast? Were there any protections for either side? The exact details notwithstanding, this moment became a case study in why influencer contracts matter. A well-written legal document can include r eputation clauses, clear deliverables, exit terms, a confidentiality clause, and usage rights.
Recently, consumers of cosmetics brand E.L.F. Cosmetics were upset because the brand posted an ad featuring comedian Matt Rife. In his Netflix special a few years ago, Rife made a joke about domestic violence that many women found distasteful. For consumers, seeing Rife in an ad with a brand they love and use - and one that is often touted for its commitment to inclusion felt like it was a betrayal of their brand values.
