This is common but marketing compatibility not only applies to social media but your audience, image, and more. If you've been in business for a minute then you know that change is sometimes inevitable. However, it helps to let your audience know via press release or by changing the visuals and content associated with your brand.
In other instances, sometimes the train of thought isn't congruent with business communication needed to close the deal. Sometimes, we can have a nice presence, fair prices, and good skillset. While some instances are debatable, here's a couple of situations I ran across recently.
Recording artist-turned-celebrity chef Kelis recently came under fire via social media twice in recent in regard to price changes for her wares. First, a spice gift box created in collaboration with a well-known gourmet brand priced at $150, plus $20 for shipping left fans shocked. In a separate event, she proudly showed off her imported handbags via Twitter, only to be exposed for marking up the prices nearly four times the cost of what similar bags are sold in Colombia.
While I've no problem with her marking up prices (a person just doesn't have to buy, right?), this isn't in line with her debut release of sauces. These were only priced a couple of dollars above what's sold at the supermarket but tasted a whole lot better. Was there a possible math problem when determining a markup? Were the sauces an early loss leader? If so, why weren't her loyal fans informed...or better, her products marketed to the affluent folks who love to cook instead?
Another incident that's closer to home. We're in the process of looking for a contractor/handyman to help out around the family home. If they know plumbing basics, that's like gravy with bacon bits and of course, honesty is appreciated. So my mom runs across someone with a truck that details all services (good) and asks for a business card. He replies that he doesn't have any because people lose them...just take a pic of his truck and call when we're ready for business.