Mob mentality

July 10, 2012 11:46 am

Think before you tweet is an important lesson for content creators

The dark side of social media has been on display recently after a young woman was driven from Twitter as a result of the scorn, ridicule and contempt that was virtually poured on her as a result of what was a rather silly question posted on the micro blogging site.

On Sunday, as Roger Federer was beating Britain’s Andy Murray in the men’s singles final at the Wimbledon, 21-one-year-old Georgia Ford, known in the Twitterverse as @Georgia_Ford, asked: ‘Is Wimbledon always held in London’?

Ms Ford comes from the north of England (Sunderland, to be precise), so should perhaps have been expected to know that Wimbledon, with its SW19 postcode, is indeed a suburb in her country’s capital. And while many non-tennis-following, non-strawberries-and-cream-scoffing Britons doubtless tuned in to the Championships for the first time as a result of Murray’s presence in the final – the first time someone from the UK has made it that far in 74 years – Wimbledon is such an indelible part of British summer culture that Georgia really should have known that the All England Lawn Tennis Club is indeed headquartered in the suburb from which the tournament takes its name, and that moving 17 courts and multi-thousand-seater stadia around the country isn’t the most practicable course of action.

But, did she really deserve to be forced to close her Twitter account as the result of all the opprobrium (which could easily be seen as a form of bullying) she received?

Using social media properly is crucial for content marketers

Georgia’s comments were retweeted 7000 times, with the vast majority of people ridiculing them: ‘My faith in humanity is depleting rapidly,’ commented one user. ‘Not the sharpest tool in the toolbox,’ added another.

Some, including respected journalist Paul Lewis, tried to defend Ms Ford, pointing out that until 1965, Wimbledon was actually part of Surrey rather than the London district it subsequently became as a result of the metropolis’ exponential outward expansion.

But by then the damage had been done – Georgia Ford had been badly burned by the mob mentality side of the social media beast.

And therein lies the rub… We all say – and do – stupid things. In most cases, though, those things are witnessed by a handful of people, not several thousand. Social media acts as an amplifier, multiplying an audience at a stroke. It is why content marketers are using social media to sell their products or spread their message.

But this case also shows the importance of marketers using social media correctly. Because if you don’t, your brand could end up with some serious egg on face. Think before you tweet is the moral of the story.

 

The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

Read more...

  • News & Views Don’t Forget to Pat the Dog

    Don’t Forget to Pat the Dog

    A few days ago I posted an article called The Stupidity of Silence where I suggested that ceasing all contact when someone doesn’t give you what you want is a really dumb strategy. Here’s another one. We’re looking to sell our house at the moment. Part of the process is interviewing real estate agents. Theirs is an incredibly competitive business where all they’re offering is reputation and the perceived ability to persuade people to buy. The first agent who came […]

    Read more →
  • Content Marketing How to Make Your Content Actionable

    How to Make Your Content Actionable

    Content is not a magical formula that will make your target audience find your product and then breathlessly buy from you. The power of actionable content comes from your ability to attract the right audience, enabling them to interact with you and then to elevate that relationship to the next level i.e. for them to become a customer. So, how do you make your content actionable? Most importantly, you must give the reader, viewer or listener a sense of how they […]

    Read more →
  • News & Views The Stupidity of Silence

    The Stupidity of Silence

    It always astounds me when people in business don’t follow-up with a simple thank you email or even a note – when was the last time you received a handwritten thank you note? – after we’ve had some type of interaction.

    Read more →
  • Email Marketing Features What you Need to Know About Email Marketing for Mobile

    What you Need to Know About Email Marketing for Mobile

    It’s no secret that smartphones and tablets can no longer be ignored by email marketers—and there aren’t many more marketers out there doing so. It is a massive part of customer communication and revenue, but do you know just how massive? The following statistics come from all corners of the globe, and from many different industries. While they keep changing everyday, some are quite shocking. Here’s a brief description of everything you need to know about the power of email […]

    Read more →
  • Digital Marketing Features How to Reduce Your Media Spend & Achieve Better Results

    How to Reduce Your Media Spend & Achieve Better Results

    Digital marketing has changed the media landscape forever and marketing budgets are being spread across channels – mainly digital – that previously didn’t exist. The problem is that optimisation is not as simple as it was before; if you’re not careful, your spend can get out of hand. By optimising each of your channels, you can reduce your media spend and achieve better results – all the while proving a positive return on investment (ROI) for every dollar you spend. […]

    Read more →
  • Features News & Views Digital Marketing Lessons To Be Learnt From Donald Trump

    Digital Marketing Lessons To Be Learnt From Donald Trump

    Donald Trump teaching you marketing lessons? Seriously? Yes, seriously. Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance. Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far. So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign. Know Your Audience Contrary to the opinion […]

    Read more →
  • Digital Marketing Features How to avoid digital dead ends

    How to avoid digital dead ends

    Have you ever noticed that so-called ‘express lanes’ on the road or in stores are often slower than the normal lanes? While I know it’s easy to go on auto-pilot when performing mundane chores like driving or shopping, it amazes me that people so often follow the actual signs instead of reading the signs around them. Because we humans are inherently disengaged, conflicted or uncertain as to what we should do in many situations, we’re attracted to people and things […]

    Read more →
  • Social Media When the Social Media Circus Leaves Town

    When the Social Media Circus Leaves Town

    David Bowie died almost two months ago. Soon after, we posted about the tawdry British reality TV show making money from his ex-wife’s reactions. Inevitably, her presence on the show at the time and her response to the news created a social media firestorm. Focus, of course has moved on to the latest deaths, tragedies, political intrigues and sporting victories / defeats. But it’s worth pondering the enduring impact that not being news has on the people who were previously at the centre of […]

    Read more →
  • Entertainment News & Views Chris Rock’s Oscars Lessons for Marketers

    Chris Rock’s Oscars Lessons for Marketers

    Did you see Chris Rock at last night’s Oscars? Man, he nailed it: loose, funny, topical, irreverent, black. Hang on, what was that? Black? You can’t say that! That’s, that’s, well that’s racist! In isolation it’s jarring to refer to someone’s skin colour or any other personal feature when judging work they’ve just completed. Of course, it’s also completely irrelevant. But let’s back up a bit. This year’s Oscars were all about race. After the nominations were announced in January there […]

    Read more →
  • Entertainment News & Views Surreal Reality TV

    Surreal Reality TV

    Few of us over the age of 40 have not been saddened by the death of David Bowie this week. Whether you liked his music or not, he was undoubtedly an original talent who had a profound impact on much of the culture of the 70’s and 80’s. Contrast the outpouring of love and nostalgia we’re now seeing due to Bowie’s passing with what’s happening on UK’s Celebrity Big Brother. By sheer coincidence, Bowie’s ex-wife Angie is currently a ‘resident’ […]

    Read more →