There have been a few 'flaps' that have started as the result of a blog post, comment or social media campaign gone wrong.
In November, it was the Motrin Moms, mothers reacting to Motrin's promotion associating 'baby wearing' with pain and a fashion statement. It was meant to be a light and fun viral post, but the reaction it got was just the opposite. Here's what it looked like when Twitter exploded with moms' reactions:
(This chart is generated by Twitscoop a powerful tool for keeping an eye on what the Twitterverse is discussing in real-time. Last week, it was how I learned about the passing of a good friend's well-known mother and that Mats Sundin had been traded to the Vancouver Canucks--the latter which got me cited in the Vancouver Sun's tech blog.)
If you're interested in learning more about the Motrin Moms backlash, there's a great blog post by Forrester analyst Jeremiah Owyang's blog. Here's the original animation captured via YouTube for posterity, although Motrin took it down shortly after it launched.
This morning there's another example of a social media backlash. This one is the reaction to a guest post by a blogger's boss, and his readers are not welcoming it. The acting CEO of an organization in Washington D.C. called the Center for American Progress Action Fund made a four-sentence post on a blog by employee Matt Yglesias this weekend defending a partner called Third Way that Matt had previously criticized. I don't know either group, or I didn't know either group. But now I do because of her ham-handed communication that like many missives at the heart of a scandal or a crisis had "unintended consequences." Meant originally to appease the partner, what it actually did was anger everyone else. With nearly 500 comments and counting, here are the unintended messages it sent:
m Says: December 21st, 2008 at 10:39 pm
Was this really necessary? if I remember, all yglesias said was that Third Way was more a messaging outfit than a policy research institution. that isn’t controversial or false - it is true.
KCinDC Says: December 21st, 2008 at 10:52 pm
Well, we have learned that Third Way is apparently thin-skinned enough to demand that CAPAF commandeer the blog and post a ham-handed disclaimer late on a Sunday night.
Bill Says: December 21st, 2008 at 10:59 pm
If it’s Matt’s blog, it’s his blog. He should correct factual errors but no one should ever step in and offer a groveling CYA post. That’s just disgusting.
lowellfield Says: December 21st, 2008 at 11:53 pm
How could a person who thinks this post is appropriate also be the CEO of CAPAF? Completely bizarre.
This morning there's another example of a social media backlash. This one is the reaction to a guest post by a blogger's boss, and his readers are not welcoming it. The acting CEO of an organization in Washington D.C. called the Center for American Progress Action Fund made a four-sentence post on a blog by employee Matt Yglesias this weekend defending a partner called Third Way that Matt had previously criticized. I don't know either group, or I didn't know either group. But now I do because of her ham-handed communication that like many missives at the heart of a scandal or a crisis had "unintended consequences." Meant originally to appease the partner, what it actually did was anger everyone else. With nearly 500 comments and counting, here are the unintended messages it sent:
m Says: December 21st, 2008 at 10:39 pm
Was this really necessary? if I remember, all yglesias said was that Third Way was more a messaging outfit than a policy research institution. that isn’t controversial or false - it is true.
KCinDC Says: December 21st, 2008 at 10:52 pm
Well, we have learned that Third Way is apparently thin-skinned enough to demand that CAPAF commandeer the blog and post a ham-handed disclaimer late on a Sunday night.
Bill Says: December 21st, 2008 at 10:59 pm
If it’s Matt’s blog, it’s his blog. He should correct factual errors but no one should ever step in and offer a groveling CYA post. That’s just disgusting.
lowellfield Says: December 21st, 2008 at 11:53 pm
How could a person who thinks this post is appropriate also be the CEO of CAPAF? Completely bizarre.
The Motrin Moms and this post above both had something in common. They happened on the weekend, with no one monitoring and no one managing the issues.
Social media is a 24/7 environment. So take care to avoid unintended consequences in your communications, but also resist the urge to launch any kind of campaign or missive going into the weekend without plans to monitor and manage the reactions in real-time.
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