Web Marketing, Social Media plus the BP Crisis
Yet yet another crisis has hit the Gulf area of the United States. Hurricane Katrina is nonetheless firmly in the minds of Gulf Coast residents, and April’s Gulf rig explosion – together with the BP oil crisis – has given us unfortunate lessons on corporate irresponsibility. But, adding insult to this eco-disaster, is the way that BP is handling its public responses and public relations to this tragedy. CEO Tony Hayward’s quotes of desiring to “get his life back”, broadcasting heartfelt yet media polished responses, and spending of millions of dollars to repair BPs image, make up communications that only flow in 1 course – from BP to BP to buyers. Even so, in this age of two-way conversation, the availability of social media has verified to be helpful not simply for Web Marketing professionals promoting to customers, but firms needing to keep wholesome dialogue going in occasions of crisis.
In BP’s defense, aspect of their investment for image improvement did go into some social media. Based on Reuters news service, BP bought some advertisements and top search results on Google. Search terms which include “oil spill” directed users to a checklist of YouTube video responses from BP’s point-of-view. The Search Engine Marketing ads had been set to intercept men and women who may well run into negativity concerning the BP brand. This was BP exercising pure damage control. Still, the search result was not intended to solicit two-way communication.
For many on the internet users, BP is carrying out the same thing online that they’re carrying out in their standard PR efforts. BP just isn’t attempting to develop upon newspaper and television efforts by trying to engage, they’re just speaking AT customers with their side of the story. Executives at BP aren’t hearing what shoppers need to say, and if they’re hearing, they are not responding. With a great number of customers being tech savvy and expecting to be part of the conversation with companies, specifically ones involved in such significant incidents, it could be only detrimental to an enterprise to stay one-sided.
So what can other companies come away with from BP’s PR blunders? When negative press comes a firms’ way, the natural instinct would be to desire to run from the story and or only tell your side of events. The initial issue most businesses ought to do, if they haven’t already, is communicate using the public through all of the conventional and non-traditional outlets including tv and print and social media sites and services. Nonetheless, the very best approach in regards to reinforcing transparency is by way of using social media. Whether it can be a simple Facebook page or uploads from Youtube, the technology is in place to assist corporations that wish to be open. Nowadays, because of the instantaneous state of uploading video and pictures, audio – along with thoughts and ideas – corporations can not maintain the public at arms length any additional. Individuals trust that public corporations, even in difficult times, will show that they are not hiding any news that pertains to them, their public or the globe at huge. BP’s handling of this oil spill could have had a total distinctive outcome when it comes to Public Relations had they basically taken benefit of the social media tools offered to them. At worst, BP would have kept their battle restricted to the cleanup efforts, instead of further image harm control.
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