I was shocked to see how some corporations rushed to profit by capitalizing on Hurricane Sandy through social media tweets:
To reverse their insensitivity, I believe companies should step up and apologize like Gap did. Conversely, take American Apparel’s so-called apology saying they didn’t mean to offend anyone but tweeted to increase sales for keeping their people’s jobs. For a brand that adheres as ‘made in the USA’, shouldn’t they have offered a more sincere apology for their lack of sympathy to Americans? I believe so.
See further articles and tweets on American Apparel’s social media aftermath:
- http://shine.yahoo.com/fashion/retailers-capitalize-hurricane-sandy-too-soon-210600100.html
- http://www.cbc.ca/news/yourcommunity/2012/10/american-apparels-hurricane-sandy-sale-sparks-hate-storm.html
- http://www.forbes.com/sites/marketshare/2012/10/31/american-apparels-hurricane-sandy-sale-brilliant-or-boneheaded/
After reading Gaby’s, Connie’s, and Darren’s blogs, I believe social media should only be used if effective and ethical. Social media cannot be stopped entirely due to the increased frequency of using it as a marketing tool as found in the McKinsey Report: 39% of companies use social media and this percentage may go up by 47% in the next four years.
Even though social media has worked successfully for some, many have failed. These B2B and Harvard Business Review blogs explore the reasons for social media failure. As well, a Forbes contributor warns that social media can build a guilt-free, relatively anonymous environment with no accountability.
I believe companies should tread social media carefully because it provides voice to people all across the globe but if they do, here are some helpful tips.
