Internet,Marketing,Social,Medi business, insurance Internet Marketing, Social Media and the BP Crisis
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Yet another crisis has hit the Gulf region of the UnitedStates.Hurricane Katrina is still firmly in the minds of Gulf Coast residents,and Aprils Gulf rig explosion along with the BP oil crisis has given usunfortunate lessons on corporate irresponsibility.But, adding insult to thiseco-disaster, is the way that BP is handling its public responses and publicrelations to this tragedy. CEO TonyHaywards quotes of desiring to get his life back, broadcasting heartfelt yetmedia polished responses, and spending of millions of dollars to repair BPsimage, make up communications that only flow in one direction from BP to BPto consumers.However, in this age of two-way conversation, the availability ofsocial media has proven to be useful not only for Internet Marketing expertspromoting to consumers, but companies needing to keep healthy dialogue going intimes of crisis.In BPs defense, part of their investment for image improvementdid go into some social media.According to Reuters news service, BP bought someads and top search results on Google. Search terms such as oil spill directedusers to a list of YouTube video responses from BPs point-of-view. The SearchEngine Marketing ads were set to intercept people who might run into negativityabout the BP brand.This was BP exercising pure damage control.Still, the searchresult was not designed to solicit two-way communication. For most onlineusers, BP is doing the same thing online that theyre doing in their traditionalPR efforts.BP is not trying to build upon newspaper and television efforts bytrying to engage, they are just talking AT consumers with their side of thestory.Executives at BP are not hearing what consumers have to say, and if theyare hearing, they are not responding.With so many consumers being tech savvyand expecting to be part of the conversation with businesses, especially onesinvolved in such major incidents, it would be only detrimental to a business toremain one-sided.So what can other businesses come away with from BPs PRblunders? When negative press comes a firms way, the natural instinct is towant to run from the story and or only tell your side of events. The firstthing most businesses should do, if they havent already, is communicate withthe public through all the traditional and non-traditional outlets such astelevision and print and social media sites and services.Still, the best methodin regards to reinforcing transparency is through the use of social media.Whetherit is a simple Facebook page or uploads from Youtube, the technology is inplace to assist companies that wish to be open.Today, because of theinstantaneous state of uploading video and pictures, audio along withthoughts and ideas corporations cannot keep the public at arms length anymore.People trust that public corporations, even in tough times, will show thatthey are not hiding any news that pertains to them, their public or the worldat large.BPs handling of this oil spill could have had a complete differentoutcome in terms of Public Relations had they simply taken advantage of thesocial media tools available to them.At worst, BP would have kept their battlelimited to the cleanup efforts, rather than further image damage control.
Internet,Marketing,Social,Medi