FIGHTING A VIRAL INFECTIONWhen The Internet Hurts Your Image

Business Spectator

View article here: http://tinyurl.com/9n2cww7

CASE STUDY 1

VODAFAIL http://www.vodafail.com/ Brimo:

"It very quickly went from solving my problems to solving everyone's problems. It's a function of the social aspect of the Internet."

“The site will remain online for as long as possible as a reminder and an example of what is possible when we share our experiences.”

Brimo meets Vodafone CEO Nigel Dews and announcing $1b in network upgrades

“accidental activist”

CASE STUDY 2:UNITED BREAKS GUITARS•Power of online social media•Someone with “no online klout” still gained worldwide attention•www.gripevine.com ‘Plant Your Gripe’

Taylor Gets it Right!

KEY ARGUMENTS

Anyone with access to the internet can have a potentially VERY significant impact on a company/brand – can get voice heard

Companies need to respond quickly to online complaints – time is of the essence.

Some argue complaints on social media can cause great damage – others argue long term brand damage is unlikely

Brands should see this as a time of great opportunity – get to know customer’s needs an wants better and cater to them (eg. Kraft’s iSnack fiasco)

STRENGTHS•Powerful examples – famous and successful campaigns•shows brands that capitalised on the Vodafone/united’s PR disaster •Covers different opinions on effect on Brand name•Gives overall tips on how to approach issue (take responsibility, respond quickly)

LIMITATIONS

Doesn’t give practical tips outlining best way PR reps can respond on social media.

Focuses on social media specifically, not necessarily negative media coverage which can be shared just as easily on internet.

Doesn’t highlight brands that got it right: Domino’s ‘social’ pizza

CONSEQUENCES FOR PR

•Must learn how to adapt to changing methods of communication

•Short, concise, •QUICK •personal face to brand

•Must know how to use the websites in the correct and most useful way (YouTube, Facebook, Twitter, Quora)•Different outlets may be necessary depending on company and specific publics and stakeholders.

HOW ABOUT YOU?