We use social media with one particular goal: we want to be seen and heard. I believe that the only reason why online networks were created had been a human characteristic which just a few people are able to admit – the voyeurism. The desire to know everything about everybody brought crowds on social networks. Advertisements, famous people’s pages or political parties’ campaigns just followed these crowds.

Yesterday, I came across the story about a man from Prince George who was found dead in Boston. His family is now using the social media to collect money for his repatriation. I can reconcile myself to their blog but their Facebook page has crossed the border of ethics. However it might sound hard I am asking: is it even normal that his family has time and mood for adding photos of their dead son, writing posts about his death and answering to all condolences? In my opinion this usage of Facebook is just wired! But let’s move to more enjoyable and natural use of social media…

Czech people are after less than 3 years again in the maelstrom of election campaigns. Mr. Karel Schwanzenberg and his conservative party TOP09 together represent strict and non-populist opinions and aim mainly to young people in our political fight. Karel’s pubbing with students, awesome tags, truly friendship with Vaclav Havel – this is just an example of what makes him so popular. Furthermore one never knows what he will come with. A sudden and huge design change has taken place on the TOP09 website this afternoon. Everyone thought that hackers had attacked the website until TOP09 spokesmen explained that the change was a part of their campaign. Look at the pictures below and consider how crazy the change is:

The news about possible hacker attack has become a viral immediately and has brought wide attention to the party. Nobody would have believed that TOP09 is able to do such an unconventional and unpredictable step. But after all, steps like this one are the connecting link between young people and TOP09.

Well, my advice for today sounds: During doing your marketing online, do not be afraid of being controversial or sometimes even odd. Let people be surprised by your online behaviour. Your steps might become unforgettable for them. But remember (not just moral) borders!

Today’s lesson for me: Be aware of people who might feel animosity towards you even though you haven’t seen them for years. They can reach you in virtual world!

This morning my former high school classmate lost $70 because of virus on Facebook. Here is the story: His former classmate and very good friend sent him a message where she asked him to text his mobile number because she needed to try whether her new phone works properly. The message also contained a link to some online survey. He believed that she really needed his help because she is about to run her own business so he sent her the number and clicked on the link. A few minutes afterwards his mobile operator announced him that he gave the approval to the payment of $70.

Of course this is his huge mistake and a lesson for him. But the whole story has even more interesting continuing. We figured out that the virus was aimed just at people (and their relatives) from our former high school class. Well, there must be some aggrieved classmate or teacher who really hates us.

This experience leads me to the thinking that worse than unsatisfied and unhappy consumer is the consumer who wants a revenge. In today’s world, you would not find better place for his revenge than social networks and virtual world. In some cases you can be incredibly lucky and your company gets clean from the trouble. But there are so many cases when even one customer ensured that particular company will experience sales decrease, reputation dent and outflow of consumers. One for all: four years old famous story that “United Airlines breaks guitars”.

To avoid similar situations be sure that you behave towards your customers according the scheme called “Social Media Triage”:

As we often say in Czech Republic: “Pride will have a fall.” So don’t be lofty and behave to your customers with respect. Hopefully it will lead to better business world with fewer vindictive persons.

Let’s look at two similar stories – Czech presenter Pavlina Kvapilova’s and Neal Mann’s story.

I guess we are still discovering the area of social media in Czech Republic. Very few companies or organizations use this tool successfully when communicating with customers or public.

The public broadcaster CT24 (“Czech Television 24”) is one of the most successful users of new media in Czech Republic. It was Pavlina Kvapilova who introduced and started the huge project of New Media in CT24. Since October 2011 until very recently she had been an executive director of New Media Division of Czech Television. She brought the concept of being in touch with the public 24 hours a day through social media. There is live broadcasting in CT24 all day which allows people to express their opinions, understandings and doubts about up-to date problems through social media. These entries are then introduced in that broadcast. It closes the communication cycle but opens the room for discussion, sociological and psychological studies etc. What a genius idea, right?!

A few days ago, Pavlina Kvapilova was fired for the reason of redundancy. First of all, I really cannot find any redundancy in the post she was on and even less in the area of social media which is growing so fast. Secondly, everyone in CR knows that the actual reason for her dismissal is that she supported her colleague who was suspended from the position of the presenter of evening news. Pavlina’s work contract terminates at the end of November but she was told to not come back.

We can find the similarity with Neal Mann’s leave from Sky News when his boss told him to curb his Twittering about non-work subjects. Ironically Neal then joined Wall Street Journal that is owned by Rupert Murdoch too.

And I am asking: Why you, bosses, are willing to let the best people of your team leave just because they expressed their opinions in social networks? Still, this is the essential role of social media! You harm your company’s reputation but, what is worse, you infringe one of the most important freedoms in one’s life. Freedom of speech.

Welcome to my new blog!

Recent weeks have been full of new experiences and new challenges for me. On August 27^th I stepped on the America continent for the first time in my life. A few days later I had the first opportunity to experience the atmosphere of the University of British Columbia campus and of my first classes. And it is the E-marketing class which encourages me to create this blog.

My goal here is to react on the latest news and trends in the area of social media and its use in today’s marketing world. I come from Czech Republic so you can look forward to some Czech hot news as well J

You can also expect an insight into some controversial topics. I am not definitely a super modern person who lives her life more on social networks than in the real world. And honestly, I do not like these “online living” people. I still do not want to admit that physical B2C contact is slowly changing into virtual, impersonal relationship. I can see some threats and losses resulting from this change which I am going to introduce in this blog as well.