Responding to Bad Press using Video, and Video Brand Hijacking

Social Media isn’t always pretty. Sometimes things happen in the news, that hit social networks and spread at rapid pace. So fast that it forces corporations to wake up and pay attention to how the internet is connecting people at a rapid pace. I’ve noticed a pattern today in my feedreading, and although I don’t have a lot of time, I wanted to highlight what I’m seeing as a Web Strategist.

This week, KFC is is the news as this bad press hits YouTube. The president promptly responded, and even did an online video, good job Gregg and KFC. View video remarks from KFC President Gregg Dedrick (although they need a direct link to the video, I had to splice this code together in order to link to it directly). I hope they keep this open transparent dialogue going, have you read my Web Strategy on Why Online Video is good for your Corporate Executives and How to Deploy?

Brand Hijacking is when customers and the marketplace take your brand and create their own messages, experiences, and share with others. For most corporate marketers, this is scary stuff. This WalMart Watch blog is taking on Walmart Corporation as well as Edelman. They’re calling for video submissions to support their cause. Even Wikipedia has an extensive section focused on some public shortcomings.

Related: Sean’s added a comment below that really should be elevated, he’s provided some coverage of Jet Blue’s execs humble and sincere video apologies and customer bill of rights.

I’ve some other examples of some videos that were created on YouTube against Starbucks. Today, I find it interesting that Dave Winer is calling out some recent online activities. It’s disappointing to some that Dell is saying to Linux users: Not so fast. I was hoping they were on to something, the saga is still not over.

Update: I’ve had my eye on this book, Citizen Marketers I hope to get a chance to read it in the near future. They’re doing a book tour, and will be at the Customer Reference forum, where I’ll be presenting.

This entry was posted on Tuesday, February 27th, 2007 at 7:33 pm and is filed under Community Marketing, Feedback, Social Media, Voice of the Customer. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.