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Two major marketers, Aflac and the Chrysler Group, have difficulty in answering this question uncomfortable following the incidents that occurred within days of each other. Incidents involving Twitter remarks that were deemed inappropriate and insensitive, tasteless emphasize certain inherent risks of social media.
A challenge is "amplified effect" social media, said Ian Schafer, Chief Executive at deep home, a digital agency in New York, citing how, on Twitter, "you something to extinguish and can be retweeted thousands of times.".
"This is an age where anyone can communicate to an audience", he added. "It has not used this way."
The relative novelty of this phenomenon, said George e. Belch, a Professor of marketing at the University of State of San Diego, means "in your company to people forget when they post on a blog, on Twitter, on a Facebook page, that it is there - and this is", at the speed of light. »
Another risk with social media is the number of users vie to be the first with what they consider clever, comments on news stories and other topics of concern to their friends and their families.
"I am concerned," said Daniel Khabie, Executive Director of Digitaria in San Diego, a body which is part of the division of JWT, WPP. "I think that you should think before you speak, and you should think before communicate you".
"We as a people, have a social responsibility", he added. "What you say in social media should not be just a string of thoughts".
Brands need to "establish a policy of social media," has said Khabie, because without these precautions, "" we give people loaded guns of incredible damage.""
The first incident began last Wednesday, where an employee of new media strategies, a management of the Twitter account for the Chrysler brand aimed at consumers (@ ChryslerAutos), has posted a comment that read, "I find it ironic that Detroit is known as the # motorcity"., and yet nobody here knows how to drive. "Between"to"and"drive"was a vulgarity.
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The comment has been deleted, the Agency dismissed the employee, and Pete Snyder, CEO of new media strategies, writes in a post on the blog of the company that the Agency "regrets this unfortunate incident."
Thursday, Chrysler said it would not renew the contract of Agency. In a post on a corporate blog, Ed Garsten, a Chrysler spokesman, cited a new advertising campaign for the Chrysler brand, which carries the theme "Imported from Detroit", as a reason.
"This company is committed to promoting the Detroit and its people are hard working, Mr. Garsten wrote, adding:"in Detroit, citizens become even more proud of their city, and outside the region, is rapidly improving the perception of Detroit. " With so much good will built on a very short period, we backslide now and putting at risk this progress. »
Professor Belch believes that "we will see more of this" because "I do not think that people can still disable their personal lives and say"I am above the River brand corporate communications now."" ”
The Aflac incident began Saturday, when Gilbert Gottfried, actor who provides the voice of the character of duck couinant in most of the Aflac ads, started to publish jokes at least 10 staff Twitter feed (@ RealGilbert) on the earthquake and tsunami in the Japan - a market that represents 75% of the revenues of the Aflac.
By Monday, Mr. Gottfried had been dismissed effective immediately.
"Recent comments by Gilbert on the crisis in the Japan lacked humor and certainly do not represent the thoughts and feelings of a person, to the Aflac" Michael Zuna, senior vice president and Director of marketing at Aflac, said in a statement.
"Aflac Japan - and, by extension, the Japan itself - is part of the Aflac family,", he added, "and it is no place for nothing but compassion and concern these difficult times.".
The Group of Thaler Kaplan in New York, an Agency published by the Publicis group who creates ads for Aflac and has also created the character of duck, called Mr. Gottfried to Aflac investigations.
Laura Kane, vice President at the Aflac, said on Tuesday that the company had ceased to television ads using the voice of Mr. Gottfried, one of which had been introduced the current last week of execution.
"We are re-voicing their temporarily," she added, as the company makes plans for "a national call casting find a new voice for the duck."
AFLAC invoked a clause of morality in contract of Mr. Gottfried dismissed, said Mrs. Kane.
Jokes can be found no longer to Mr. Gottfried Twitter account. He has posted two comments it Tuesday. In the first, he wrote, sincere "sorry for anyone who was offended by my attempt of humour about the tragedy to the Japan."
The second comment read: "I meant no disrespect, and my thoughts are with the victims and their families."
By examining the Aflac and the incidents Chrysler, John Diefenbach, President of MBLM in New York, an agency specialized in such tasks as brand strategy, said: "I come down to the company." They took the action they should take. »
"Freedoms that have been created by Internet, by social media" balance "the idea that there is a responsibility and accountability, if you are paid by a person to do the job", said Mr. Diefenbach.
Craig Macdonald, Director of marketing at Covario in San Diego, an advertising research and social media advertising agency, said that he would recommend that marketers continue a strategy of "controlled chaos" in social media.
"Employees provides a kind of certification of the course and tell them, ' we will tolerate some negative thoughts and dumb stuff, and we will correct in progress as we go along,'" Mr. Macdonald said. "And then monitor what they say, course correct - and better next time. »
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