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Comment Social Media

A week of social media fails…

Social media:  a potentially exciting new way for businesses and organisations to have conversations with their stakeholders; a way of developing a campaign or a brand with a personal touch, or potentially a way to really stick their foot in it and magnify criticism to epic levels.

Killer KitKats

This week saw two interesting social media ‘fails’. First we had Nestlé’s reaction to a greenpeace video about their use of palm oil in KitKat.  The increasing use of Palm oil has resulted in devastating destruction of rainforests and peatlands to create vast monoculture plantations. It’s a classic ecowarriors versus evil-corporation style campaign which is gaining a lot of support. Greenpeace’s opening shot is here:

I must admit, it’s a quite horrible shock advert in the usual Greenpeace style – Nestlé’s response was to get the video taken down from YouTube citing infringement of their trademarked logo.  Almost since the beginning of YouTube what usually happens when a video is taken offline,  a copy will be almost immediately uploaded again;  and Greenpeace of course used this response to generate support for their campaign, and even made the original available for supporters to upload using their own accounts.

The effect was immediate with tweets and facebook updates being bound around mentioning Nestlé’s censorship tactics – a suitably rebellious message which is popular for users of social media to repeat and pass on.

This is a classic example of the ‘Streisand effect ‘ in which an attempt to censor or remove a piece of information from the public domain has the unintended consequence of generating more publicity than if it had just been left online.

Nestlé didn’t stop there however: inevitably as their Facebook page became the source of comments and questions about their use of Palm oil, Nestlé instead responded angrily to the use of their logo as an avatar image, again resulting in yet another deluge of tweets and status updates.

The end result was Greenpeace claiming the upper hand, and Nestlé looking out of step with the campaigners and their customers.

#CashGordon – whose fail?

The other social media ‘fail’ of the past week has been the Conservative website launched to promote the message that Gordon Brown is supported by money for the Unite Union – currently supporting a strike by British Airways workers that has divided opinion. Interestingly the CashGordon  site features an unmoderated twitter stream repeating every tweet with the #cashgordon hashtag. It’s a particularly old school concept which dates from when twitter was a relatively new phenomenon, and having anyone tweet about your site was quite exciting.

The more left wing tweeters have jumped on this hashtag with a stream of abuse – many of which are too rude to put here, but which include things like:

@fusi_loving the EPIC FAIL that is #cashgordon – they cant even get a twitter feed right, what are they gonna do with the economy? lol. #toryfail

and

@lordbonkers Write something rude about the Tories, mark it#cashgordon and they post it on their own campaign site for youhttp://cash-gordon.com/

and the rather damming:

@psbook New post –> Tory ‘Cash Gordon’ campaign designed by US anti-healthcare lobbyist http://is.gd/aSFIF #cashgordon

Interestingly however the very presence of the website, and the numerous comments on the #cashgordon hashtag has had the unintended consequence of bringing the whole campaign to the attention of a much wider audience (at time of writing #cashgordon is trending in the top ten of the UK) which itself is being claimed as a success.

Update: I’ll see if I can tally up the tweets to see who can claim victory on this one

Another Update: nope, quite clear epic fail

Anatomy of a hashtag #cashgordon
Epic fail
Categories
Geekery Random

Local tweets for local people

The future is local it seems. Twitter has now enabled local search for trending topics including countries and cities. Although if we’re to believe Alexa.com they’re missing out India, Germany and Japan.

Not sure if it’s working out cities using IP addresses, geotagging or the user’s self declared location (in which instance we’d all be tweeting from Tehran).

screenshot of local trends search on twitter
Now including Brixton
Categories
Geekery Random

Genius christmas twitter campaign

Came across this on twitter this morning:

http://charity.further.co.uk/

By tweeting:

Tweeting this message gets 10p donated to The Children’s Society charity http://bit.ly/4PcaKP #furthercharity

your profile picture then appears on the page and the Christmas tree totalizer counts up the donations. There’s the option to top up your donation as well – although I’d be interested to find out how many tweeps actually do this. It’s always good to see twitter being used for things other than talking about Tiger Woods.

Give a tweet this Christmas
Give a tweet this Christmas
Categories
Comment Geekery Pete Taylor (shameless self publicity)

The power of a tweet…(but annoyingly I’m the only one that will ever know)

An interesting thing happened to me a few evenings ago. I was at one of the iTunes festival gigs in the roundhouse, which featured the eclectic line-up of Mumford and Sons (yawn), the Temper Trap (not bad) and Stephen Fry (yes, that Stephen Fry).

Stephen Fry was there in a warm-up capacity presumably because of his oft-voiced love of the iPhone which he uses to disseminate musings that range from being trapped in lifts, to jogging in New York. However, perhaps rather embarrasingly for Apple, Mr Fry decided to use his spot at the iTunes festival to have a go at the practices of the big music companies in aggressively pursuing illegal downloaders and filesharers.

my business – the film business, the television business, the music business – is doing the wrong thing

He spoke out against the ludicrous advert that compares downloading to pinching a handbag or stealing a car. He even fessed up to having bit-torrented a TV show – although covered himself by stating that he had already bought it on iTunes, and for some slightly unusual bandwidth reasons was unable to download it in the normal way.

Now this was all very interesting – and wildly popular with the crowd, however it seemed a little at odds to me. At the bottom of the pdf ticket I’d printed off to turn up at the gig was stated:

*You are not permitted to make audio or audiovisual recordings of the event

So when asked for a bit of feedback I tweeted the following:

listening to @stephenfry slagging off drm at itunes – where i’d get thrown out if caught filming him !

Which got slightly paraphrased when he read it on stage. Stephen Fry’s response was that everyone there was filming and photographing and tweeting – and that his speech would probably turn up on YouTube before the evening was out.

Sadly my fifteen minutes of twitter fame (quoted by the great Mr Fry – crikey!) went unnoticed to everyone but me. It even managed to get a blog on the bbc.

Maybe one day my shameless-self-publicity engine won’t let me down!

For more twitter excitement you can follow me at @kimondo

And yes, Stephen Fry did turn up on YouTube:

Stephen Fry talking at iTunes Live