Managing Online Reputation: How to Protect Your Company on Social Media (Palgrave Pocket Consultants) by Charlie Pownall

Author:Charlie Pownall [Pownall, Charlie]
Language: eng
Format: azw3
ISBN: 9781137382313
Publisher: Palgrave Macmillan
Published: 2015-09-29T16:00:00+00:00

chapter 10

The Committed Activist

The fortunes of big pressure groups such as Greenpeace, Friends of the Earth and Amnesty International have been transformed by the internet and by social media, enabling them to recruit supporters and mobilize opinion on a scale and with a precision never previously possible. Once largely restricted to physical protests and email campaigns, they can now make life extremely awkward for organizations in their sights by drawing on an infinitely expanded toolbox of online hoaxes, spoofs, petitions, video, and hijacks. With companies under increasing pressure to associate themselves with public issues and most using digital channels to market their wares, the weak spots in the corporate armory have expanded enormously.

Knowing how best to handle a campaign waged against you by a campaign group is a difficult and sometimes thankless task. Activists usually only mount direct pressure campaigns when they believe other options have been exhausted and, when they are up and running there’s little middle-ground for constructive engagement, not least on social media where the opportunity for in-depth discussion is limited. Their aim is to make your life as awkward as possible until you publicly confess your sins and repent.

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