Whole Foods CEO John Mackey was just busted on posing online as someone other than himself, praising Whole Foods at every chance he gets.
I don’t understand what made him think this is necessary. His efforts would have been more powerful if everyone knew it was the Whole Foods CEO reacting, than just some Joe Shmoe.
Worse than that, though, is that he was slamming the competition. It’s not a good statement you’re making if your #1 strategy is to slam the competition. Kinda weakens your product because you obviously don’t have enough good to say about it.
The good news is that he’s a CEO that considered blogging and social media powerful enough of a business tool to get involved. The bad news is he was dishonest, which will hurt Whole Foods more than it will help.
Very interesting discussion here on the topic at MarketingProfs Daily Fix.
Here is Whole Foods’ response, via Mackey’s blog created on their corporate website. Mackey’s apology and everything is there. However, it says he won’t be posting for a while due to the latest news. Kinda ironic.