Social Media Crises

I’m sure everyone has heard of, or seen, a social media disaster before.  Whether it’s a company’s Twitter being hijacked, or a YouTube video defacing a company’s integrity, it happens all the time.

Some social media disasters I’d like to focus on are the Greenpeace Nestlé YouTube video, the Domino’s employees YouTube video, and the “United Breaks Guitars” YouTube video.  I like these three examples because they were all caused by YouTube, and were all dealt with in different ways.

Greenpeace is the largest independent direct-action environmental organization in the world. (click here to visit their website http://www.greenpeace.org/usa/en/ ). In 2010, Greenpeace came out with a YouTube video that showed how Nestlé buys palm oil from Indonesia’s endangered rainforests, which is also putting Orangutans in danger.  The video (http://www.youtube.com/watch?v=1BCA8dQfGi0) shows a man eating a Nestlé Kit Kat, however instead of the Kit Kat it is an Orangutan’s finger, a raunchy but effective way of getting the message out that Orangutans are dieing due to Nestlé.  As a way of dealing with the crisis, Nestlé moved to have the video removed which angered Greenpeace, Members of Greenpeace got involved by negatively commenting on Nestlé’s Facebook page.  Eventually, Nestlé agreed to use only sustainable Palm Oil by 2015. Not much better but at least they stopped angering Greenpeace members.

Now, lets look at the Dominos crisis. In 2009 two dominos employees made a disgusting video depicting two employees violating many different health codes at a Dominos.  Not only was the public outraged, but also the company.  Right away, Dominos had to take serious damage control (watch this video for a brief newscast on the situation http://www.youtube.com/watch?v=sX9IgHBhf1o).  The video came out on a Monday, and it took until Wednesday for Dominos to post a response video apologizing for the obscene prank video (http://www.youtube.com/watch?v=dem6eA7-A2I). Had the response team taken action within 24 hours then their crisis remedy would have been much more successful, because despite the 48 hours it took them, Dominos handled the situation rather well.

The final media crisis I would like to focus on, and the one that was handled the most successfully, was the United Airlines YouTube video, “United Breaks Guitars”( http://www.youtube.com/watch?v=5YGc4zOqozo) .  In the video, Dave Carroll made a comedic country song detailing the way that United not only broke his guitar, but refused to pay for the damage.  Instantly the video became a hit by receiving 150,000 views within the first day.  With the success, United offered Carroll the money to fix it, which he had donated to charity, United took a charge with their response team, as well as changed the way their employees and customer service.  Although the company did make things better with Carroll, as well as many of its customers, it is still in the minds of millions of people, as well as still on YouTube.

            Social media can turn on you.  Yes, it is an amazing way of promoting your company, engaging consumers, and utilizing your customer service, but everything positive has a negative. Unfortunately, social media is so powerful that a strong PR and reputation management team may not, and most likely will not, be enough to completely eliminate a company’s social media crisis.  

When Social Media Becomes Way Too Personal

            The other night I sat down with my friends to talk about whatever came up.  We had no intended conversation, we rarely do.  Eventually, the conversation turned towards what seemed to be the inevitable betrayal of Facebook.  Now, obviously Facebook has benefited many people, companies, products, etc, in many ways.  However, what we were focused on was what we felt was, the inevitable betrayal of Facebook.

            I’m sure you’ve all heard about the Facebook breakup.  I’m sure some of you (cough cough myself) have felt it.  For those who are lucky enough to not know, I’m talking about being broken up with through Facebook.  Have relationships really come to this? We can now end a relationship through the Internet? Unfortunately, for many, yes it has come to this. How has something so impersonal, a website, become so personal? It’s just another instance showing us how social media is changing the way we communicate as a society, as well as our ever changing societal norms.

            After that tear filled conversation, yes some tears were shed, we kept talking about Facebook’s invasive behavior.  Now this was just funny, but I think most people can relate.  If you have ever been friends with an ex-boyfriend or ex-girlfriend on Facebook, you may know what I’m talking about. Not only does Facebook supply a means to communicate with friends and family, but it’s also a way to creep (frequently observe their Facebook page)  on your past, a.k.a any ex’s.  I will admit, in the past I have creeped on my ex’s, and I’m 100% positive they have creeped on me.  With that realization, one becomes self-conscious through their Facebook page! Crazy, but true. With the insecurity there is the constant editing and updated status’s that make you sound fun, carefree, and over it.  The constant de-tagging of pictures to make sure you look good and make them know you’re having a good time without them, and constant insecurity!

            Social media is extremely personal, yes. However, it has become such a means of communication that it really only makes sense it become as personal as our everyday, real life relationships.  My only question and concern is, isn’t this too far?