03 Aug Is All Fair in Love and Social Media? (pt 1/2)
I have a client at present that is coming under ‘cyber-attack’. It’s a new company that launched a consumer-facing service business only a couple of months ago and has been suffering from some scathing online reviews from bloggers and online magazines alike. The strange thing, however, is that the majority of the business’ customers adore it and in a few short weeks, it already has a high level of repeat and very loyal custom. It has been suggested by the client that the poor reviews are the result of a planned attack from its key competitor and that, as such, they are unwarranted. In the not-too-distant past, such an attack would have been very difficult to implement, but in the days of blogs, forums, Twitter and social media, it’s a relatively simple task. So does the social web enable bullying and negativity? And is it fair?
Before I continue, it’s important to note that I’m well aware that this sounds like the paranoid and defensive accusations of a failing business: “we’re right and everyone else is wrong”. If I’m completely honest, when the subject was first broached, that’s exactly what I thought. But the growing evidence that at least some of the negative reviews and comments are generated from one source (phraseology and commonality) means that I have to consider whether there is, in fact, a premeditated attack. The fact that the competitor in question has strong personal links with one of the key dissenters only adds fuel to the fire.
So the question begs, is the social web a breeding ground for what I strongly believe are unethical PR tactics? After all, anyone can post a review online, leave a comment on a blog, discuss on forums and Tweet bad reviews. The ethics of the PR industry are that, as agencies, we don’t go in for this sort of tactical behaviour. But there’s nothing to stop anyone. Take review bloggers, for example. As a blogger myself I’d like to believe that we’re all, as a community, honest. Were I approached to review a product or service, I don’t believe that there is any circumstance under which I’d be swayed in my opinions, either by the supplier or a by a competitor. But there’s no code of conduct.
I read a great article this week talking about whether online negativity is prevalent because it’s easier to spread negativity and tear down than it is to be positive and build up, and that it’s easier to believe the worst than to believe the best. We all have a moan about a brand or a company every now and then – we’re human after all! But what motivates people to be persistently negative online is unclear. Maybe they’re attention-seeking; maybe they’re on a power trip?
In this specific instance, whether or not they have a real issue, some of the protagonists are unreasonable. After taking the discussion offline, they continue to batter the company online. And this has the affect of silencing the rest of the community which, though positive in tone, understandably does not want to be drawn into a vocal and bullying environment. I have no factual evidence that there is any such planned attack and no evidence that a PR or comms agency is involved, but I’d love to hear your thoughts: do you feel that social media enables such behaviour? And is it low down and dirty, or is merely a valid (and clever) marketing tactic?
In part 2 of this article, I’ll be taking a look at the irony of a blogger who is using social media to spread negativity about social media!
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