Effects of Social Media

Welcome to internet 2.0 where most people check their facebook or social media sites more than any other websites. As reported by Nielsen, an average social media user would spend more than five and a half hours on social media sites like Facebook and Twitter.

With a rise in the usage of social media globally, we are now seeing how it affects the way big consumer brands are running their campaigns and communication objectives. Social media is undeniably the ultimate marketing and communications tool.

Although many companies have dipped their toes in this lucrative pool, not all campaigns have done well on social media sites. Companies have to be extremely careful in the way they deal with social media due to its viral effects. As previous social media blunders have proven, controversial and unique campaigns can spread like wild fire and can take up a life of their own with negative and embarassing outcomes.

Take for example, Kit Kat. It was discussed in our previous entry :

Safeguard your Company Image on Social Media

Greenpeace UK uploaded a controversial parody video about Kit Kat. Mocking its typical “Have a Break, Have a Kit-kat” advertisements. Initially, Greenpeace UK uploaded the video on the popular video site, Youtube. Nestle, the parent company of Kit- Kat went to google and got them to pull the video off Youtube citing copyright infringement. Instead of protecting the brand image, the move by Nestle triggered a viral effect,  ”Banned Kit-Kat video” is more attention grabbing then the original video title, as a result people started search and reposting the videos. Ultimately, Youtube allowed the video, however, the effect of the video message has now moved on to Nestle’s Facebook page. In which, a disgruntled Nestle staff picked up a war of words with the fans who posted negative comments. This PR fiasco taught us that, social media although powerful , it must be dealt with care and companies cannot allow their own employee trying to pick up a fight on their fan page even though he/she was trying to protect the brand reputation.  Companies need to train their staff on the proper social media etiquette and the correct communication skills when it comes to replying to not-so-friendly comments.

Another example of a failed social media campaign will be the current internet meme that has been circulating globally. It is a campaign to raise awareness about breast cancer, the campaign when viral due to its heavy sexual connotations. Many markerters would assume any viral campaign that become a new internet meme is considered successful, however, this case it is not as this campaign does not have the slightest link to breast cancer. Firstly, it was referring to the locations where woman prefers to put their purses/bags on. That is not at all related to breast cancer and secondly, the sexual context made it even less believeable as a breast cancer awareness move. Therefore, companies need to take heed and learn from this, viral campaigns have to relate to original campaign messages and objectives. If not even if it gets viral, the company will not obtain positive effect from that.

The last example is not a fail viral campaign per say. However, it showcases the instantaneous and valuable feedback companies can get through Social Media. If dealt with correctly it can even prevent campaign from flopping and save companies of a potential marketing disaster.

The campaign is the revamping of the Gap Logo.

Gap when onto their Facebook page and review their new logo, they also ask their fans if they have alternative designs for the Gap logo. Branding managers had a field day when they got massive replies left by fans on their Facebook page stating the feedback, from the disdained to the downright angry.  Within a day, GAP took action and revert to the fans saying for now they will not be making any changes to their logo.

What we can see here is the power of real-time interaction with GAP consumers via social media. Just a simple call for comment has allow GAP to gain valuable insights about how their consumers feel about their Brand Logo without the need to pay for expensive focus groups or surveys.  It also shows that companies need to react faster than ever whenever social media is involved, if not they will have a PR disaster on their hands.

After going through all these case studies, we can see that Social media’s viral effect is unprecedented and its interactivity often meant that companies now require extra effort to monitor their facebook/twitter page as comments and feedback happens in real-time. Companies no longer have the luxury of replying consumers in 3- 5 working days, consumers now want real-time interaction with companies. On the upside companies who make use of social media can get feedback for campaigns almost instantaneously as well.  No more expensive and boring surveys.  At AONIA we have work on several campaigns via the Quaffs Platform where we made used to Facebook’s viral effect and combine it with the visuals on a microsite to promote various campaigns. From movies to makeup, we have done it all.

Go check out ,Quaffs.com to look at our past campaigns!