\n\t \n\t 社会媒体是一个高度有效的营销工具的公司,但其普遍性和疯传的消息传递的速度意味着它可以伤害他们严重,特别是平台并不总是慢化,可以砍或滥用。 \n\t \n\t
\n\tBy Ratna Bhushan & Varuni Khosla
\n\t
\n\tNEW DELHI: Social media is a highly effective marketing tool for companies but its very ubiquity and the speed with which messaging goes viral has meant that it can hurt them badly as well, especially since platforms are not always moderated and can be hacked or misused.
\n\t
It’s not just bad language and racially or socially insensitive messages seemingly originating from official Twitter<\/a> handles, some companies are guilty of poorly judged promotions resulting in consumer backlash.
\n\t
On the eve of the country’s largest broadcaster Star India rebranding its sport channels last week, the Star Sports<\/a> Twitter handle posted abusive language. Star India said the account had had been hacked, but by then the tweet had gone viral.
\n\t
Just before that, the Board of Control for Cricket in India Twitter handle had cricket legend Sachin Tendulkar<\/a>’s digital autograph along with bad language on the eve of his retirement from the sports.
\n\t
\n\tTwo days before Diwali, beverage and snacks maker PepsiCo ran a contest on Twitter asking contestants to tweet their version of the Ramayana. That caused outrage on social media, led by writer Chetan Bhagat.
\n\t
PepsiCo quickly apologised and removed the promotion but not before it got flooded by tweets from those who were upset by the move. While Star and BCCI<\/a> blamed hackers and PepsiCo’s scored an own goal, social media experts say companies need to be more responsible.
\n\t
\n\t“Companies shouldn’t always come up with the excuse that their account was hacked... they need to be accountable. A senior member of the team should always oversee tweets before they’re sent out,” said Ankita Gaba, co-founder of socialsamosa.com, an Indian social media knowledge storehouse.
\n\t
Sunil Abraham<\/a>, executive director of the Centre for Internet<\/a> and Society, a non-profit research organisation that works on policy issues relating to freedom of expression and privacy, said, “The BCCI disaster is because they have taken automation too far. Automation of social media interactions can be useful but without careful human oversight, it can very easily be gamed by rogue elements online.”
\n\t
A PepsiCo India<\/a> spokesman said the firm’s #Ramayana140 Twitter contest “unintentionally caused some concern to consumers”.
\n\t
\n\t![\"\"](\"\/\/www.iser-br.com\/Themes\/Release\/images\/responsive\/ettelecom-default.jpg\")
\n\t“Our intent was to involve young Indians in one of India’s most loved festivals. We took immediate action and withdrew the contest,” the beverage maker’s spokesperson said.
\n\t
\n\tA Star Sports spokesperson also said the firm had apologised for the offensive tweet. “We have investigated the issue. A thirdparty vendor had abused his privileged access to the account. We are in the process of taking necessary action and will ensure that no such event recurs.”
\n\t
\n\tBut ensuring third-party quality control may be easier said than done. “Many companies are unable to handle their social media operations because they usually outsource these to companies that don’t get paid well enough (say Rs 50,000 to Rs 60,000 per month).
\n\t
\n\tHence the people handling the accounts could be anyone from an untrained 22-year-old fresh out of college or someone who has no skill set in the social media space,” said Gaba.
\n\t
\n\tSometimes humour can turn offensive too. In the middle of last year, when Sachin Tendulkar made his eagerly awaited 100th international century, a tweet from insurance services firm Bajaj Allianz went: Congrats to Sachin for his long awaited 100th ton. Now don’t delay your retirement planning. #RetireRich #JiyoBefikar.<\/p>\n
\n\tThat caused much offence to Tendulkar’s fans. Or take the case of Fortis, which sought to promote breast feeding week last year with the hashtag AgarMaKaDudhPia-HaiTo. Predictably, this one too ran into trouble.<\/p>\n“Social media by definition, unlike broadcast media, cannot be controlled. Therefore, even if you take all conceivable precautions there can be unintended consequences. But India is culturally as complicated as a continent — therefore, it requires a very sophisticated understanding and nuance to pull off humour that is universally appealing and does not offend anyone,” said Abraham. Last week, the seven-year-old Twitter’s stock rose 73% on its debut, with a market value of $31 billion, making it one of the most successful IPOs of the year and beating even its own expectations. Globally, examples abound of companies or institutions making on Twitter bloopers.
\n
\n\n<\/body>","next_sibling":[{"msid":25577235,"title":"Consumer internet is our focus: Intel\u2019s Arvind Sodhani","entity_type":"ARTICLE","link":"\/news\/consumer-internet-is-our-focus-intels-arvind-sodhani\/25577235","category_name":null,"category_name_seo":false}],"related_content":[],"msid":25581728,"entity_type":"ARTICLE","title":"Social media promotions can backfire too","synopsis":"Social media is a highly effective marketing tool for companies but its very ubiquity and the speed with which messaging goes viral has meant that it can hurt them badly as well, especially since platforms are not always moderated and can be hacked or misused.","titleseo":"social-media-promotions-can-backfire-too","status":"ACTIVE","authors":[{"author_name":"Ratna Bhushan","author_link":"\/author\/11974\/ratna-bhushan","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/11974.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":false,"msid":11974,"author_name":"Ratna Bhushan","author_seo_name":"ratna-bhushan","designation":"Editor","agency":false}},{"author_name":"Varuni Khosla","author_link":"\/author\/479233399\/varuni-khosla","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479233399.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479233399,"author_name":"Varuni Khosla","author_seo_name":"varuni-khosla","designation":"Special Correspondent","agency":false}}],"Alttitle":{"minfo":""},"artag":"ET Bureau","artdate":"2013-11-11 04:41:18","lastupd":"2013-11-11 11:23:17","breadcrumbTags":["Twitter","PepsiCo India","Sunil Abraham","Sachin Tendulkar","Internet","BCCI","Facebook","Star Sports"],"secinfo":{"seolocation":"social-media-promotions-can-backfire-too"}}" data-authors="[" ratna bhushan","varuni khosla"]" data-category-name="" data-category_id="" data-date="2013-11-11" data-index="article_1">
社交媒体促销活动也可能适得其反
Ratna Bhushan & Varuni斯拉
新德里:社交媒体公司来说是一个高效的营销工具,但其普遍性和疯传的消息传递的速度意味着它可以伤害他们严重,特别是平台并不总是主持,可以砍或滥用。
不仅仅是不好的语言和种族或社会不敏感消息看似来自官方推特处理,一些公司犯有差判断促销活动导致消费反弹。
前夕,该国最大的广播明星上周印度重塑其体育频道,恒星的运动Twitter发布侮辱性语言。印度明星说,账户已经被黑客入侵,但当时推了病毒。
只是在此之前,印度板球管理委员会的Twitter板球传奇萨钦Tendulkar的数字签名以及脏话退休前夕的运动。
前两天排灯节、饮料和点心制造商百事可乐跑比赛在Twitter上问参赛者推版的《罗摩衍那》。在社交媒体上都引起了公愤,由作家奇坦•巴。
百事可乐迅速道歉并移除推广,但它已经在淹没了tweet来自那些不安的举动。而明星和控球指责黑客和百事的得分一个自己的目标,社会媒体专家表示,公司需要更多的责任。
“公司不应该总是想出借口,他们的账户被黑客攻击……他们需要负责。团队的高级成员应该监督推他们发出之前,“Ankita Gaba说,socialsamosa.com的创始人之一,印度社会媒体知识仓库。
苏尼尔•亚伯拉罕中心的执行董事互联网非盈利研究组织和社会工作的有关政策问题上的言论自由和隐私,说,“信贷灾难是因为他们已经自动化太远了。社交媒体交互的自动化可以人类有用但没有认真监督,它可以通过网上流氓分子很容易有猫腻。”
一个百事公司印度发言人说,该公司的# Ramayana140 Twitter比赛“消费者无意中引发一些担忧”。
“我们的目的是让年轻的印度人参与印度最喜爱的节日之一。我们立即采取行动,退出比赛,”饮料制造商的发言人表示。
恒星运动的发言人还说,公司已经为进攻道歉。“我们已经调查这个问题。第三方厂商滥用了他的特权访问帐户。我们正在采取必要的行动,将确保没有这样的事件反复。”
但确保第三方质量控制可能是说起来容易做起来难。“许多公司无法处理社交媒体操作,因为他们通常外包给这些公司不得到报酬很好(比如Rs 50000每月60000卢比)。
因此处理帐户的人可以从一个未经训练的人22岁刚毕业或者没有技能的人在社交媒体领域,”Gaba说。
有时幽默也可以把进攻。在去年,当Sachin Tendulkar他热切期待100国际世纪,从巴贾杰安联保险服务公司走一条微博:恭喜Sachin他期待已久的100吨。现在不要推迟你的退休计划。# RetireRich # JiyoBefikar。
导致冒犯Tendulkar的粉丝。或者采取富通银行的情况下,寻求促进母乳喂养周与标签AgarMaKaDudhPia-HaiTo去年。可以预见的是,这一个也遇到了麻烦。
\n\tBy Ratna Bhushan & Varuni Khosla
\n\t
\n\tNEW DELHI: Social media is a highly effective marketing tool for companies but its very ubiquity and the speed with which messaging goes viral has meant that it can hurt them badly as well, especially since platforms are not always moderated and can be hacked or misused.
\n\t
It’s not just bad language and racially or socially insensitive messages seemingly originating from official Twitter<\/a> handles, some companies are guilty of poorly judged promotions resulting in consumer backlash.
\n\t
On the eve of the country’s largest broadcaster Star India rebranding its sport channels last week, the Star Sports<\/a> Twitter handle posted abusive language. Star India said the account had had been hacked, but by then the tweet had gone viral.
\n\t
Just before that, the Board of Control for Cricket in India Twitter handle had cricket legend Sachin Tendulkar<\/a>’s digital autograph along with bad language on the eve of his retirement from the sports.
\n\t
\n\tTwo days before Diwali, beverage and snacks maker PepsiCo ran a contest on Twitter asking contestants to tweet their version of the Ramayana. That caused outrage on social media, led by writer Chetan Bhagat.
\n\t
PepsiCo quickly apologised and removed the promotion but not before it got flooded by tweets from those who were upset by the move. While Star and BCCI<\/a> blamed hackers and PepsiCo’s scored an own goal, social media experts say companies need to be more responsible.
\n\t
\n\t“Companies shouldn’t always come up with the excuse that their account was hacked... they need to be accountable. A senior member of the team should always oversee tweets before they’re sent out,” said Ankita Gaba, co-founder of socialsamosa.com, an Indian social media knowledge storehouse.
\n\t
Sunil Abraham<\/a>, executive director of the Centre for Internet<\/a> and Society, a non-profit research organisation that works on policy issues relating to freedom of expression and privacy, said, “The BCCI disaster is because they have taken automation too far. Automation of social media interactions can be useful but without careful human oversight, it can very easily be gamed by rogue elements online.”
\n\t
A PepsiCo India<\/a> spokesman said the firm’s #Ramayana140 Twitter contest “unintentionally caused some concern to consumers”.
\n\t
\n\t
\n\t“Our intent was to involve young Indians in one of India’s most loved festivals. We took immediate action and withdrew the contest,” the beverage maker’s spokesperson said.
\n\t
\n\tA Star Sports spokesperson also said the firm had apologised for the offensive tweet. “We have investigated the issue. A thirdparty vendor had abused his privileged access to the account. We are in the process of taking necessary action and will ensure that no such event recurs.”
\n\t
\n\tBut ensuring third-party quality control may be easier said than done. “Many companies are unable to handle their social media operations because they usually outsource these to companies that don’t get paid well enough (say Rs 50,000 to Rs 60,000 per month).
\n\t
\n\tHence the people handling the accounts could be anyone from an untrained 22-year-old fresh out of college or someone who has no skill set in the social media space,” said Gaba.
\n\t
\n\tSometimes humour can turn offensive too. In the middle of last year, when Sachin Tendulkar made his eagerly awaited 100th international century, a tweet from insurance services firm Bajaj Allianz went: Congrats to Sachin for his long awaited 100th ton. Now don’t delay your retirement planning. #RetireRich #JiyoBefikar.<\/p>\n
\n\tThat caused much offence to Tendulkar’s fans. Or take the case of Fortis, which sought to promote breast feeding week last year with the hashtag AgarMaKaDudhPia-HaiTo. Predictably, this one too ran into trouble.<\/p>\n“Social media by definition, unlike broadcast media, cannot be controlled. Therefore, even if you take all conceivable precautions there can be unintended consequences. But India is culturally as complicated as a continent — therefore, it requires a very sophisticated understanding and nuance to pull off humour that is universally appealing and does not offend anyone,” said Abraham. Last week, the seven-year-old Twitter’s stock rose 73% on its debut, with a market value of $31 billion, making it one of the most successful IPOs of the year and beating even its own expectations. Globally, examples abound of companies or institutions making on Twitter bloopers.
\n
\n\n<\/body>","next_sibling":[{"msid":25577235,"title":"Consumer internet is our focus: Intel\u2019s Arvind Sodhani","entity_type":"ARTICLE","link":"\/news\/consumer-internet-is-our-focus-intels-arvind-sodhani\/25577235","category_name":null,"category_name_seo":false}],"related_content":[],"msid":25581728,"entity_type":"ARTICLE","title":"Social media promotions can backfire too","synopsis":"Social media is a highly effective marketing tool for companies but its very ubiquity and the speed with which messaging goes viral has meant that it can hurt them badly as well, especially since platforms are not always moderated and can be hacked or misused.","titleseo":"social-media-promotions-can-backfire-too","status":"ACTIVE","authors":[{"author_name":"Ratna Bhushan","author_link":"\/author\/11974\/ratna-bhushan","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/11974.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":false,"msid":11974,"author_name":"Ratna Bhushan","author_seo_name":"ratna-bhushan","designation":"Editor","agency":false}},{"author_name":"Varuni Khosla","author_link":"\/author\/479233399\/varuni-khosla","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479233399.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479233399,"author_name":"Varuni Khosla","author_seo_name":"varuni-khosla","designation":"Special Correspondent","agency":false}}],"Alttitle":{"minfo":""},"artag":"ET Bureau","artdate":"2013-11-11 04:41:18","lastupd":"2013-11-11 11:23:17","breadcrumbTags":["Twitter","PepsiCo India","Sunil Abraham","Sachin Tendulkar","Internet","BCCI","Facebook","Star Sports"],"secinfo":{"seolocation":"social-media-promotions-can-backfire-too"}}" data-news_link="//www.iser-br.com/news/social-media-promotions-can-backfire-too/25581728">
\n\t <\/div>\n
\n\t <\/div>\n
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