Originally published: March 16, 2011
Last updated: March 16, 2011 - 3:13pm
Social media like Facebook, Twitter and YouTube have been embraced by Madison Avenue as effective new ways to reach consumers. But what happens when behavior on social media is deemed antisocial?
Two large marketers, Aflac and the Chrysler Group, are struggling to answer that uncomfortable question in the wake of incidents that took place within days of each other. The incidents, involving remarks on Twitter that were judged to be tasteless, inappropriate and insensitive, point out some inherent risks of social media. One challenge is the “amplified effect” of social media, said Ian Schafer, chief executive at Deep Focus, a digital agency in New York, citing how, on Twitter, “you put something out and it can be retweeted thousands of times.” “It’s an age when anybody can communicate to an audience,” he added. “It didn't used to be that way.” The relative newness of that phenomenon, said George E. Belch, a marketing professor at San Diego State University, means “there are people in your company who forget when they post on a blog, on Twitter, on a Facebook page, that it’s out there — and it’s out there at warp speed.” Another risk with social media is how many users vie to be first with what they consider clever comments on news stories and other subjects their friends and families care about.
- Army Seeks Recruits in Social Media
- 7 Social Networks Obama And The GOP Hopefuls Should Definitely Join
- Hill Staffers Join Blogerati, Twitterati
- US diplomacy embracing Twitter amid global crises
- Facebook, Twitter 'powerful business tools'
- Study: GOP senators beating Dems on social media
- Social media users grapple with information overload
- Can social media predict election outcomes?
- Companies Struggle To Manage Social Media
- US government broadcaster expands use of social media in Middle East
- CEOs take on Social Media
- Obama Administration Continues to Adopt New Media
- Russians Selectively Blocking Internet
- Ethical Quandary for Social Sites
- Green Bay area businesses bank on social media