Many businesses decide to engage with their target audience by
way of creating a particular trend topic on social media platforms.
Whilst it is a great opportunity for businesses to develop a
personal relationship with the public, as we've seen far too
many times before, there is a significant potential for it to
#Thankthequeen was a twitter hash tag created by the UK Daily
Telegraph to celebrate Queen Elizabeth's record breaking reign
of 63 years. Tweeters were encouraged to express their gratitude to
Her Majesty, with the best tweets rewarded with publication on the
Daily Telegraph's website. Whilst the intention was to praise
the Queen, online trolls quickly hijacked the discussion, turning
the hashtag into an opportunity to poke fun.
Some took the opportunity to criticise the Queen's
Other's condemned the privileges of royalty...
Some even weren't sure what they were thankful for...
And the rest missed the point completely...
So what can be learnt from this #socialmediafail?
Consider your audience – Hash tags on social platforms
like Twitter, Facebook (if settings are public) and Instagram can
be accessed by anyone. You may think you are targeting a specific
audience, but in reality you are broadcasting to anyone with
Internet access. Consequently, the possibility of attracting
unwanted attention is significantly greater.
Keep up with trending topics – In the above example, the
Queen and her social media team played no hand in the Daily
Telegraph's stunt however, it was her image alone that was
damaged. Keeping up-to-date with trending topics is important so
you know what is being said about your brand. Early intervention is
vital in ensuring that further damage to your brand is not likely.
Remember it is not always your own actions that threaten your
Think twice before starting a discussion – Is the
discussion you're hoping to achieve likely to cause
controversy? If it is more than what your brand can withstand,
it's probably not a good idea to pursue it.
You're not always in control – As illustrated in the
above example, the Daily Telegraph had positive intentions in the
creation of the #ThanktheQueen discussion but rapidly lost control
of the situation. The Daily Telegraph were unable to cease the
posts or trending topic on twitter.
This #socialmediafail is a timely reminder that what is written
on the Internet, has the potential to stick around for much longer
than you would like it to.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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Differences in the expectations of suppliers and customers regarding the development of bespoke software, frequently lead to disputes regarding development timeframes, scope, cost, and intellectual property ownership.
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