October 19, 2013

Bad Social Media is like SHOUTING AT YOUR TV……….and being heard

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 !!

  • Facebook
  • Twitter
  • LinkedIn
  • Google Bookmarks
  • del.icio.us
  • Digg
  • Reddit
  • StumbleUpon
  • Technorati

Posted by Rob Booth | Filed under: All, Media, Useful | No comments yet - be the first

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