By Rebecca Penz
Social media is the new black. Everybody’s wearing it: corporations, individuals, even five year-olds are learning to navigate through the unlimited, uncontrolled world of the internet. The potential to access billions of people at minimal expense is a temptation that few organizations can or should ignore.
But what happens when social media turns against you. The ability to access billions of people can turn into managing the thunder of those same billions when things go terribly wrong. The online world has changed the way people act. Children are no longer seen and not heard, not online anyway. Free expression is all the rage. Don’t have an opinion, don’t bother coming online. And so, public scrutiny of ad campaigns and business activities is at an all-time high. Social media empowers individuals to connect with other individuals. When those individuals unite over a cause, they create one loud voice.
Motrin gets a massive headache
A major faux-pas by Motrin brought on the vitriol of its audience. Motrin posted an ad on its website targeting moms with new babies (see YouTube video link). The ad suggested that even though baby-wearing has major benefits for the baby, it is a major source of back and neck pain for mothers. Motrin did not anticipate the large scale rebellion from the middle class mothers of America. Within a few hours of the post, there was widespread blogging about the ad. By that evening, it was the most tweeted subject on Twitter. And by the following morning, rebuttal videos starring angry moms were posted on YouTube including a nine-minute video played to the tune of Danny Boy. Motrin’s greatest mistake was underestimating the passion that mothers have for the health of their babies (in this case the benefits of babywearing). Motrin ended up pulling the ad and apologizing, and only time will tell what the impact will be on the brand.
Sony and the tech savvy:
In YouTube’s early years, numerous companies posted uncredited videos in an effort to start viral marketing campaigns. Sony posted a video featuring two adults making a rap video about how much they wanted a Playstation portable for Christmas (See YouTube video link). Sony apparently forgot the tech savvy nature of their target audience. The blogosphere called them to account. Within weeks, Sony made a public apology to its consumers for misleading them. But despite their best efforts, Sony will never be able to erase the memory of this mistake. New postings of disgust and ridicule still pop up weekly.
Facebook makes an about face
You would think those in the business of developing the technologies would be savvy enough to steer clear. Not so. When Facebook changed their terms of service (see YouTube video link) and proclaimed ownership of all things posted on Facebook even after deletion by the poster, they became their own worst enemy. At least three Facebook sites were developed with the sole purpose of killing the new terms of service. The revolt of its users forced Facebook to revert to the old terms of service.
Things to remember (User Be Warned)
1. Once you post it, you can never take it back!
2. Viral marketing can work both ways. Social media is fundamentally based on two-way communication, so the enormous audience that is exposed to positive publicity is also able to hear and spread negative feedback.
3. Beware of blatant or subversive advertising – social networkers are highly sensitive to sneaky approaches and your attempt could backfire miserably.
4. Continue to monitor your brand. Being on and investing in a social media community are two completely different concepts. Anyone can sign up for a social platform but not everyone can spend the time and energy it takes to invest in the community of the site.
