Whilst not wishing to dwell too long over the much covered ground of this week’s monumentally disastrous Twitter hashtag campaign by British Gas (#AskBG), here are 3 simple bullet points to help prevent brands getting slaughtered in social media channels :
- The 90/10 rule – Preparation is 90% and Execution is 10%. For this to happen to British Gas, preparation was dreadful eg launching bad news on same day you launch a hashtag asking for feedback !
- The consequence of BG not following the 90/10 rule is best explained with this simple traditional analogy. They effectively provided a sounding board (via the hashtag) to very disgruntled consumers, on the day they were the most disgruntled,that allowed the angry mob to do the online equivalent of:
‘SHOUT ANGRILY AT THEIR TVs….BUT BEING BEING HEARD BY NOT ONLY THE BRAND….BUT EVERY OTHER EQUALLY DISGRUNTLED CONSUMER, WHO THEN ALSO BEGAN SHOUTING
- Finally, as a brand considering using social media, say this to yourself:
E. F.U (pronounced ‘Eff You.‘)
Everything you do in whichever social media channel you are considering, should provide content to the user that is either:
- Entertaining eg exclusive content, funny, cute, infographics, photos, etc
- Financially rewarding eg coupons, tickets, sampling, reward users for feedback with freebies etc
- Useful eg online tools to simplify my life, handy tips, useful facts etc
So British Gas, a friendly social media reminder from the thousands of people that SHOUTED at you this week online, EFU !!