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8 Sep2009
Social Networking in itself is a massive tool which business try to use to their own advantage. There is nothing like viral marketing working its magic but there is also a down side. Through the use of Twitter, YouTube and other social networking sites it isn’t surprising that the good comes with the bad.
Jeremiah Owyang has posted a list of A Chronology of Brands that Got Punk’d by Social Media which you should take a look at, but here are 5 of my favorite stories.
- United Airlines Gets the Viral Video Treatment It Never Wanted
- The naked NOKA chocolate uncovered
- Louis Vuitton gets Brandjacked in Anti-Genocide Campaign
- Furniture Company Habitat Self-Evicts on Twitter
- Brit ISPs censor Wikipedia over ‘child porn’ album cover
So a word of warning for companies out there, to perhaps think about your approach to a customer or act as it may blow back on you. Just to finish it off, this blow back effect resulted in the term the’ Streisand effect‘ in 2003 when Barbra Streisand sued a photographer over privacy concerns.
2 Responses to Social Networking Backlash (examples)
pete wildermuth
September 27th, 2009 at 8:34 pm
Jason
I really like the United vid, and I think it had a greater than anticipated publicity (all negative) for the airline
I tend to think also, that the reputation of bigger companies like Microsoft has suffered, as the individual now has an outlet to the world to take on the giants, where in the early days of Blue Screen of death the consumer had little choice but to send an email or hop in the queue
cheers Peter
Bec
October 11th, 2009 at 6:36 pm
Traditional media such as radio and television are tremendously broad reaching mediums, but do not offer the interactive dialogue made possible through social networks.
Brand recognition and trust gained through creating, strengthening and continuing relationships with customers and marketing research are cost-effective ways to improve a company’s services. Dell recently announced that it has surpassed $3 million in sales via Twitter alerts. With over 600,000 followers on Twitter, Dell provides several customer service representatives to find complaints and address them quickly and efficiently.
By offering targeted consumers something that is beneficial and relevant to them individually, companies now have a unique opportunity to turn consumers into brand advocates and ambassadors. It is time for advertisers to jump in and join the online conversation!