WHO'S DOING YOUR PR WITHOUT YOU
|Famously, United Airlines'
stock price fell 10%, costing stockholders about $180 million in value when
Canadian musician Dave Carroll published his song 'United Breaks Guitars' on YouTube. "That couldn't happen
to us" you might say, but our experience proves that something similar
It's no revelation to learn that You Tube is now the second
largest search engine, but what many companies may not realise is that through
the proliferation of social media, their businesses or products could be on it
without them even knowing. What's more, it might not be the kind of publicity
that they want. So what should they do about it?
Social media can
certainly be a good tool if you're a consumer getting nowhere with large
organisations. That's why many companies are throwing vast resources at
monitoring platforms such as Twitter enabling them to address issues. Some are
now spending more on that, than they are spending on their
Unfortunately, it doesn't stop there. Here are just a few
real-life examples experienced by companies we have worked with:
ago we were filming employee training resources for a client and discovered
that disgruntled employees (or ex-employees) were anonymously uploading video
content to You Tube about the company. Not surprisingly, the nature of the
content generated unfavourable feedback. In some cases the comments were rude
and used offensive language. Whilst it's possible to complain to You Tube,
there's no guarantee that it will be removed or that more will not follow
later. Thankfully we were on hand, to produce a far more positive alternative,
so that when search words were entered, the official video could be
In a different situation, one of our clients for whom we
produce product adverts, was having uncontrolled product reviews uploaded.
We're glad to say they were not negative but another client was having its
product falsely rubbished (it's suspected by a competitor) as being dangerous.
Again, it was good strategy to have an alternative positive promotion that
could be searched through You Tube.
The hospitality market, medium and
smaller hotels in particular, often think they don't need such promotional
tools but if a guest has a bad experience there's a good chance that the
i-phone will come out and within minutes it can be on You Tube, embedded into
Twitter, Facebook and all the others.
So what should you do? In our view
there are three (maybe four) things you can act upon, straight away.
Search social media platforms to see if anyone is posting information about
your business or products without your knowledge. If you find some that you
consider being false or misrepresented, contact the provider to enquire whether
it can be taken down. You might have only limited success.
2/ Monitor or
better still, understand and approve the comments that others make when you
upload posts on your own platforms. E.g. Alongside one of our posts on G+
somebody used it to covertly advertise 'adult videos' using a terminology
that's predominantly only understood by those involved in that
3/ Don't wait for negative PR to go online that could do you
harm. Have your own positive content on YouTube before someone else gets in.
Furthermore, use it to let people know how good you are.
4/ Don't 'break
guitars' in the first instance but if you, own up, appologise, fix the problem
and the cause!
If you would like help creating a
positive video promotion about your business or adverts for your products, why
not give CorpFilms [UK] a call? It's what we're known for. It's what we do
CorpFilms [UK] specialises in
'high-end' corporate film production. * Company Promotions * Web and Point of
Sale adverts * Training, Employee Inductions and e-Learning * Product 'How to'
User Guides & Demonstrations * Live Events and Award Ceremonies *
Call or email
for an informal chat.