I have always been, and continue to be, a staunch advocate for the use of social media as a critical element to an integrated marketing plan.
However, I recently witnessed one of the inherent dangers of social media: The fact that much of what is shared on social media sites is based on opinion, not fact, and accuracy often takes a back seat to personal agendas.
Last week a locally based affiliate of a national nonprofit placed a radio buy on a music station targeting young women. The charity's goal was simple: to solicit donations to help people in need. However, this music station has a sister radio station that carries the Rush Limbaugh program. The ad buy occurred during the fallout from Limbaugh's regrettable verbal attack on a Georgetown University law student for her position on faith based organizations funding contraception through the Obama health care plan.
After many Limbaugh advertisers began pulling their spots in response to the host's comments, a sudden bank of ad inventory opened up. The radio station unilaterally decided to fill some of those open slots with spots from other advertisers and nonprofit PSAs. One of those PSAs was for the charity that had purchased the ad buy on the music station. Needless to say, hearing a spot for a non-partisan charitable agency on the Rush Limbaugh program at that time was not well received by many listeners. The anti-Rush legions took to their social networks and began criticizing the charity in spades. The nonprofit agency was caught completely off guard. When it learned its ad was running, the charity immediately demanded the radio station pull the spot off the air! The station complied with the request and apologized for the error in judgment. However, by this point the damage was done.
Why? First, because the radio station didn't notify the charity that it intended to run the ad so the charity could decline the offer. However, that is one of the inherent dangers with running PSAs. A charity may never know where its ads are going to be placed because radio and TV stations insert PSAs based on available inventory. And quite honestly had the spot been placed in the Rush Limbaugh program a week before his regrettable comments about the law student, the charity may have even been pleased because of the large number of people who would be hearing its message.
Even more culpable than the radio station though, in my opinion, were the social media users who didn't bother to ask questions or check facts before telling the world that the charity was "supporting Rush Limbaugh", when in fact the organization had no knowledge that its spot had even run. The station carrying Rush Limbaugh wasn't even part of the charity's media buy. That type of rush to judgment in order to further a personal agenda is both irresponsible and dangerous.
The bashing got brutal, the crisis communication plans were pulled from the shelves and the PR team worked overtime.
When all the dust cleared, the charity was able to salvage its reputation, but not without some collateral damage.
This is a good organization that helps millions of people, but because some irresponsible social media users didn't fact check before slinging about accusations, not only did they almost do irreparable harm to the the charity's reputation, but also to all the people that the charity helps.
The unique scenario surrounding the recent "Kony 2012" viral video for Invisible Children, is another example of how social media can accomplish great things or do severe damage to an organization's reputation. While even as a marketer I question the percentage of revenue Invisible Children spends on marketing, if that spending achieves the organization's objectives, is it a waste of money or money well spent? Who are we to act as judge and jury before all the facts are revealed?
Even though much social media content is trivial, people still take the "printed word" seriously. If you use social media for professional or advocacy purposes, please use it responsibly. Check your facts. Just because you assume something to be true or really want it to be true, doesn't mean it is. Learn to hold yourself accountable because words have power. And if you're not careful, those words can take out innocent victims or sometimes even bite you in your own ass.
*The opinions shared on this blog are solely those of its author and do not necessarily reflect the opinions or views of Goodwill of Greater Washington, its affiliates or supporters.
However, I recently witnessed one of the inherent dangers of social media: The fact that much of what is shared on social media sites is based on opinion, not fact, and accuracy often takes a back seat to personal agendas.Last week a locally based affiliate of a national nonprofit placed a radio buy on a music station targeting young women. The charity's goal was simple: to solicit donations to help people in need. However, this music station has a sister radio station that carries the Rush Limbaugh program. The ad buy occurred during the fallout from Limbaugh's regrettable verbal attack on a Georgetown University law student for her position on faith based organizations funding contraception through the Obama health care plan.
After many Limbaugh advertisers began pulling their spots in response to the host's comments, a sudden bank of ad inventory opened up. The radio station unilaterally decided to fill some of those open slots with spots from other advertisers and nonprofit PSAs. One of those PSAs was for the charity that had purchased the ad buy on the music station. Needless to say, hearing a spot for a non-partisan charitable agency on the Rush Limbaugh program at that time was not well received by many listeners. The anti-Rush legions took to their social networks and began criticizing the charity in spades. The nonprofit agency was caught completely off guard. When it learned its ad was running, the charity immediately demanded the radio station pull the spot off the air! The station complied with the request and apologized for the error in judgment. However, by this point the damage was done.
Why? First, because the radio station didn't notify the charity that it intended to run the ad so the charity could decline the offer. However, that is one of the inherent dangers with running PSAs. A charity may never know where its ads are going to be placed because radio and TV stations insert PSAs based on available inventory. And quite honestly had the spot been placed in the Rush Limbaugh program a week before his regrettable comments about the law student, the charity may have even been pleased because of the large number of people who would be hearing its message.
Even more culpable than the radio station though, in my opinion, were the social media users who didn't bother to ask questions or check facts before telling the world that the charity was "supporting Rush Limbaugh", when in fact the organization had no knowledge that its spot had even run. The station carrying Rush Limbaugh wasn't even part of the charity's media buy. That type of rush to judgment in order to further a personal agenda is both irresponsible and dangerous.
The bashing got brutal, the crisis communication plans were pulled from the shelves and the PR team worked overtime.
When all the dust cleared, the charity was able to salvage its reputation, but not without some collateral damage.
This is a good organization that helps millions of people, but because some irresponsible social media users didn't fact check before slinging about accusations, not only did they almost do irreparable harm to the the charity's reputation, but also to all the people that the charity helps.
The unique scenario surrounding the recent "Kony 2012" viral video for Invisible Children, is another example of how social media can accomplish great things or do severe damage to an organization's reputation. While even as a marketer I question the percentage of revenue Invisible Children spends on marketing, if that spending achieves the organization's objectives, is it a waste of money or money well spent? Who are we to act as judge and jury before all the facts are revealed?
Even though much social media content is trivial, people still take the "printed word" seriously. If you use social media for professional or advocacy purposes, please use it responsibly. Check your facts. Just because you assume something to be true or really want it to be true, doesn't mean it is. Learn to hold yourself accountable because words have power. And if you're not careful, those words can take out innocent victims or sometimes even bite you in your own ass.
*The opinions shared on this blog are solely those of its author and do not necessarily reflect the opinions or views of Goodwill of Greater Washington, its affiliates or supporters.
