Despite the rosy picture enthusiasts paint, social media can be a fast track to brand disaster. Even if a brand doesn’t participate.
There’s a good article titled, “The Pocket Guide to Defensive Branding” that delves into the dark side of online conversations and what it means for brands:
Beware exuberant social-media pontificators bearing gifts. This stuff is hard, and often it blows up in our faces. The digital landscape is littered with social-media roadkill. I’ve been in the brand-monitoring business since 1999, witnessing what the late Dr. Carl Sagan might have referred to as “billions and billions” of online conversations. It’s not all good.
Internet as complaint desk
The era of friction-free feedback is turning Twitter into a 24/7 anywhere and anyplace complaint desk. Facebook pages for raving fans often morph into frying pans. Paid-media gains are getting erased by “spurned media” (earned media gone negative) pain.
Related: Are You Allowing Lunatics to Control Your Brand Message?
Posted via email from Flatacre
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