The vandals took the handle

Social media, PR, journalism, football and anything that isn't politically correct

Ignore this at your peril

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Want an example of how the speed and spread of social media is making traditional communications largely redundant?

After being refused  ‘drive through’ service at a fast food outlet because she was on a bicycle, US writer, Sarah Gilbert, immediately complained on Twitter.

A few minutes later, she was contacted by a local newspaper reporter who had seen the  Twitter post.  Two hours later, she was interviewed on local TV news.  And, all the while, Twitter users were spreading the issue far and wide in huge numbers – using the viral spread of the micro-blogger to ‘name and shame’ the outlet involved.

By the next morning, Sarah had received an apology from the food outlet’s manager.  Within hours, the company had gone on Twitter and other media to announce a new bike-friendly policy at all of its drive-through windows.

The national newspaper, USA Today had been watching the social media storm — and quickly arranged an interview with both Sarah and the food chain – followed by the LA Times newspaper; the local newpaper again; bloggers; and breakfast radio hosts.

In the past, the company would probably have taken out a newspaper advertisement to stem the tide of dissent and unveiled its new policy with brochures, flyers and newsletters:  well meaning but too slow for this new era.

Things have changed



Written by ianandsue

September 11, 2009 at 5:27 am

Posted in Uncategorized

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