jump to navigation

The Sting Is In The Tail 9 June 2010

Posted by elisemchisholm in Search, Trends.

I just came across an article on Marketing VOX that discusses the growing social media backlash against BP. Citing a recent Social Media Influence (SMI) newsletter, the piece points out that, in the days before digital media, companies dealt with the highest rate of protest at the outset of an incident, and what followed was diminishing interest from the press and the general public. Now, in the age of rampant information-sharing, crises build momentum over time and fully ignite as they reach the long tail.

Over the past several weeks, BP has mobilized its messengers on Facebook, Twitter, YouTube and Flickr, and according to Marketing Vox, the company has also purchased “oil spill” ad words through Google and Yahoo, with results linking to the BP website. These online effort are being coupled with a $50 million television campaign.

As a professional communicator, I don’t envy the challenge in front of BP’s PR team. This monster has a particularly prickly tail.



No comments yet — be the first.

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: