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November 12, 2013 Transcript of #CommsChat on #brandvandals
Last week, we featured the authors of the first book to have a hashtag as a title – Steve Earl and Stephen Waddington. The dynamic duo chatted about brand vandalism, crisis management and the abyss of complaints on social media.
Some interesting tweets:
- @AllthingsIC A2) Great phrase – ‘caustic criticism’ – key is for brands to be aware of the conversations, both on and offline
- @mynameisearl T2: Actually moaning can be healthy: gets it off chest/useful feedback. V British #commschat. Normally don’t see #brandvandals coming though
- @totmac Don’t dismiss people who are passionate because they care about the orgs. brand values and want to see them honoured
- @NafisaNathani If customers care enough complain social media, will care enough to have conversation allow brands to convert ranters to ravers
- @wadds A4. I also think we’re impatient. Societal change takes generations, not days or weeks.
- @wadds Point of #brandvandals is that they’ve always existed. Nothing changes apart from speed and need for PRs to step up
Read the full transcript:
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@steve_falla @jennysolomons @AllthingsIC I think I can agree with that #commschat
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Thanks Steve and Stephen for a great #commschat. You can pick up a copy of #brandvandals on Amazon. See transcript of the past hour tmrw AM
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@CommsChat @mynameisearl Simple. PRs need to step up. We’ve never been more relevant. But if don’t we face becoming irrelevant #commschat
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It has been lovely @CommsChat(ing) with you all, now off to an audience with some stakeholders, publicly 🙂 #commschat #brandvandals
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@FleurieFM @AllthingsIC But it will fade/be forgotten if your experience isn’t matched in store! #commschat
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@mynameisearl Yes you. Rascal. #commschat
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A6) I’ve extracted relevant #brandvandals info for IC pros. Yes you still need to read it http://www.allthingsic.com/brandvandals #commschat
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.@mynameisearl @wadds We haven’t quite finished it yet but so far we like it! A great follow up to #brandanarchy, well done guys! #commschat
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@mynameisearl Can’t ever see McKinsey suggesting that a client needs to “grow a pair”. Wonder if they have a model for that? #commschat
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RT @CommsChat: Final thoughts from #brandvandals authors @mynameisearl and @wadds? #commschat <It’s real. It’s tough. Crack on. Fear no-one.
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RT @jennysolomons @AllthingsIC @wadds but the speed is unprecedented, which makes it all the more challenging (and exciting)! #commschat
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@wadds Love it. Sign me up #commschat
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@wadds Sorry if I missed it, but are #brandvandals malicious in their intent, or simply frustrated and disconnected from brand? #commschat
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@mynameisearl I’ve been doing that all night. Along with T6. That’ll be the next Heathrow terminal. #commschat
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@AllthingsIC @wadds but the speed is unprecedented, which makes it all the more challenging (and exciting)! #commschat
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Final thoughts from #brandvandals authors @mynameisearl and @wadds? #commschat
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@mynameisearl engage with other depts, legal, ops, cust services, make allies internally. the will need it when crisis hits #commschat
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@AllthingsIC #brandvandals also available in speech format, a consulting model and there’s documentary in the works #commschat
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@AllthingsIC @FleurieFM Another fantastic example! #commschat
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@jennysolomons @AllthingsIC it changed mine… I didn’t know either had attitude. All hail Tesco #commschat
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Sorry I meant A6. To Q6. Not the type of Audi. #commschat
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RT @wadds Point of #brandvandals is that they’ve always existed. Nothing changes apart from speed and need for PRs to step up #commschat
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@AllthingsIC @FleurieFM would be interesting to find out! Perhaps Twitter isn’t as powerful as some of us think! #commschat
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Point of #brandvandals is that they’ve always existed. Nothing changes apart from speed and need for PRs to step up #commschat
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Only way is engage, engage and engage- treat them like VIPs – it shows to everyone you care about customers in a personal way #CommsChat
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A6) I believe there’s a 90 day plan in a certain book…. #commschat
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A5 Be prepared. Review systems and processes. Inject agility. Apply commonsense. Grow a pair #commschat
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@mynameisearl book? What book? haha #commschat #brandvandals
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RT @amandacomms @CommsChat with tact, diplomacy, time and honesty #commschat
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T6. Book init http://qub.me/4Ql5Ho #commschat
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“@wadds: T5. Listen and then figure out whether to take action. Basic PR best practice. #commschat“Agreed.Good PR starts there.
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A6) Orgs should deal with #brandvandals by knowing they exist in 1st place (listening), then determine how to respond. Same rules #commschat
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@CommsChat with tact, diplomacy, time and honesty #commschat
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RT @CommsChat: Last one: How should organisations deal with #BrandVandals? #commschat <Buy book/read/act? 😉
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@FleurieFM I thought it worth capturing via Storify when it happened as had a feeling it may vanish #commschat
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T5. Listen and then figure out whether to take action. Basic PR best practice. #commschat
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@jennysolomons there’s been a lot written then & since on whether it’s appropriate banter/language. Cust perception? I’m not sure #commschat
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RT @wadds: 1.1 million tweets/day with consumer wine views. @vintank listens & turn data into insight for industry #commschat <vin-tastic
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@AllthingsIC I didn’t know that another user initiated the whole thing! Brilliant fun #commschat
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Last one: How should organisations deal with #BrandVandals? #commschat
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@mynameisearl I could see the wicked smile on your lips as you typed that ‘free’ comment and sat back… 😉 #commschat
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@AllthingsIC @FleurieFM very amusing but did it change customer perceptions of these brands? #commschat
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A5 – One advantage of #brandvandals is the short, sharp shock can prompt a brand rethink and action. Can be avoided though #commschat
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@AdamFairclough in a column I did in August, I indicated surprise how activist websites now sometimes being used against co’s. #commschat
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@AdamFairclough but even nutters need to be taken seriously – they still have power to disrupt. #commschat
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1.1 million tweets per day with consumer views of wine. @vintank listens & turn data into insight for wine industry #commschat
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@SJAbbott agree re: expectations. More info and knowledge is a powerful influencer. A4. #commschat @wadds
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+1 RT @phaniebhughes @AllthingsIC robust with flexibility is probably the key to handling a crisis successfully #commschat
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@wadds And apart from your time, it’s largely free #commschat
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@fleurieFM True, I wrote about their tweet-off in October last yr: http://www.allthingsic.com/tesco-and-o2-have-a-tweet-off/ … #commschat
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A5 Let’s kickoff with an old fashioned bit of listening. Twitter is the largest research group you didn’t commision #commschat
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XO RT @AdamFairclough Think it’s worth saying a lot of these ‘brand vandals’ aren’t to be taken THAT seriously–most just nutters #CommsChat
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RT @wadds: @AdamFairclough @CommsChat Greenpeace, PETA, nutters? Don’t think so. #commschat <Can learn lots from them actually
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@mynameisearl @CommsChat one way is to be be seen as addressing any issues and engaging with stakeholders (or whatever they are) #commschat
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@AllthingsIC robust with flexibility is probably the key to handling a crisis succesfully #commschat
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@Doows @wadds Always amazes me I even have the time to be grumpy about lots of things #commschat
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.@NafisaNathani @tescomobile don’t forget @o2! Who can forget their fantastical rap battle… #commschat
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@adamfairclough not all nutters! #commschat
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@AdamFairclough @CommsChat Greenpeace, PETA, nutters? Don’t think so. #commschat
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@wadds I think increased competition has deepened our expectations for things that are harder to deliver consistently. #commschat @Doows
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RT @AllthingsIC: A5) “Lack of robust processes in an organisation can endanger it” #brandvandals #commschat <Yes. Often overlooked in comms
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@mynameisearl @CommsChat or public, or audience, or market #commschat
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@amandacomms Good to see you 🙂 #commschat
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@wadds agree but was disillusion created by faster society or has digital just given more options to act and fight back. #commschat
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@SJAbbott @Doows true, social has increased expectations some meet them others slow and fail #commschat
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RT @CommsChat: T5: How can ire of brand vandals be turned to a brand’s advantage? #commschat <Question doesn’t include ‘stakeholder’. Phew!
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@CommsChat Think it’s worth saying that a lot of these ‘brand vandals’ aren’t to be taken THAT seriously – most are just nutters #CommsChat
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A5) According to a book I read recently (ahem), “Lack of robust processes in an organisation can endanger it” #brandvandals #commschat
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@SJAbbott @Doows interesting POV. Do we expect too much? #commschat
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@phaniebhughes Equally, many brands/firms still don’t feel ‘answerable’ to regular media #commschat
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RT @SJAbbott @Doows I suggest disillusionment isn’t higher, but expectations are. New channels are much more public, too. #commschat A4
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@Doows I suggest disillusionment isn’t higher, but expectations are. New channels are much more public, too. #commschat A4
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T5: How can the ire of brand vandals be turned to a brand’s advantage? #commschat
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A4. the mirror of opinion towards brands and business is bigger than it has been before. And maps real time. #commschat
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@AllthingsIC evening bit of a late arrival from me! #commschat
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Look at @tescomobile as a great example of how the brand is dealing with negativity with humour and sarcasm #commschat
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Hi Amanda, agreed > RT @amandacomms As well as negativity ppl can say when they are pleased to have issue resolved, and they do #commschat
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@phaniebhughes Stakeholders fine with me, reflects world we operate in, particularly in IC. Agreed, their understanding =crucial #commschat
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@wadds absolutely, and connectivity is key #commschat
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@Doows Measurable levels higher because it’s simply more visible? #commschat
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@Doows Arab Spring? #commschat
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@amandacomms And they do. Critics easily converted to loyal advocates. #commschat
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@amandacomms Quite right. #commschat
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@AllthingsIC or just too much, too fast with often senior stakeholders (oops) not understanding the channel #brandvandals #commschat
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A4. are levels of disillusionment higher? or is it that people have more ways to express and share what they have always felt. #commschat
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As well as negativity people can say when they are pleased to have an issue resolved, and they do #commschat
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A4. I also think we’re impatient. Societal change takes generations, not days or weeks. #commschat
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A4 All starts within the business. Has to be ‘good’ inside. Can’t expect a slap of make-up to conceal pock-marks #commschat
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@mynameisearl Absolutely! Like @O2 during the blackout… an overused example maybe but they made us laugh #goodpr #commschat
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@jennysolomons yeah but that’ll change with a generation #commschat
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@wadds Slacktivism is an excellent word #CommsChat
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A4. Online action rarely translates to real life tangible action. I’m looking for examples #commschat
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RT @CommsChat: T4: Consumers have opportunity to voice opinion yet disillusionment higher than ever. What’s broken? #commschat <The walls?
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Disillusionment has always been high- it can just be tracked now. Brands can’t hide from being held to account in every way poss #commschat
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Q4. A Like, +1, fav is easy. Its mouse click. Real action is hard #commschat
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A4) Hmm, good question. People always had option to have their say, no permission needed. Disillusionment = more visible? #commschat
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@CommsChat Q4. This is an interesting issue. Very easy to mobilize a gang online… difficult to mobilize real change. #commschat
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On complaints: some brands seem to play precious around minor moans in the scheme of things. Sense of perspective & humour go far #commschat
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@phaniebhughes @wadds @mynameisearl yes people complain by social media have been let down by traditional avenues-empathy needed #commschat
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@RegisDudley @jgombita to be honest… I tailor tags more specifically. Stakeholders generic and assuming #commschat
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@RegisDudley I’m guessing @FleurieFM uses something like “my dudes.” 😉 #commschat
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T4: Consumers have the opportunity to voice opinion yet levels of disillusionment are higher than ever. What’s broken? #commschat
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@mynameisearl @wadds meh. @FleurieFM dissing my use of “stakeholders.” Apparently i’m not “hip” enough a PR practitioner for her. #commschat
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@phaniebhughes @totmac Hi Stephanie, good point #commschat
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@wadds @mynameisearl so what can brands learn from #brandvandals? Should they try to win them over? #commschat
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Previous tweet is quote from #brandvandals – it’s level of dialogue that is growing. Positive & negative views always existed #commschat
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The platforms/channels may have changed @FleurieFM, but principles of good communication (and PR) remain constant. Or classic. #commschat
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@jennysolomons anyone with a significant public/network of their own can be an influencer. Bloggers or Twitter/Instagram users #commschat
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Contrary to rumour @wadds and I did not provoke @FleurieFM & @jgombita to brandvandalise each other here over semantics #commschat 😉
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@jgombita The cheek! Like keeping things “classic”? This discussion is brought to you by Twitter. #commschat #twentyfirstcentury
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@jennysolomons journos are influencers, intermediaries to a public/market #commschat
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A3) “Engagement isn’t option –it’s necessity. #brandvandals forcing level of dialogue orgs never had to contemplate before” #commschat
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A3. I’m rather cynical about online complainers. Find most are of the lazy variety with a self-inflated sense of importance. #commschat
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No one’s mentioned journalists? #commschat
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Good point! Critics often show they care about an org by taking time to criticize it. @totmac @commschat #commschat
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@FleurieFM well you go with whatever hipster term you want but referring to stakeholders and publics is Classic public relations. #commschat
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@CommsChat anyone and everyone. Much easier for people to group around a common cause now. That’s why engagement is v important #commschat
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RT @NafisaNathani: If customers care enough to complain, will allow brands to convert ranters to ravers #commschat <Yes. Minus glowsticks
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@totmac @CommsChat yes, we argue that they are the people most likely to become advocates #commschat
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@CommsChat Well, that would depend as I’m sure it varies from organisation to organisation – customers, councillors, staff etc. #commschat
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@jgombita I was being quite serious (ish). I take care with my labels and “stakeholder” is far too dusty and rigid for me #commschat.
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Agreed > RT @wadds @CommsChat A3 Anyone with an interest, good and bad #commschat
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Interesting RT @totmac Don’t dismiss people who are passionate b/c they care about orgs. brand values & want to see them honoured #commschat
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@CommsChat everyone! We are in an era absolute transparency. Customers, employees, shareholders – we are living world activism #commschat
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A3) Huge list & growing! Employees, customers, future & ex emp, politicians etc. Various methods bt all passionate & relevant POV #commschat
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I think stakeholders accurately describes the group referenced, too. @jgombita @mynameisearl #commschat
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@NafisaNathani smart orgs will, especially if it becomes a reputational issue. #commschat
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@CommsChat A3 Anyone with an interest, good and bad #commschat
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RT @CommsChat: On to T3: Who is holding organisations to account and how? #commschat <Funded detractors down to individuals with a grudge?
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If customers care enough complain social media, will care enough to have conversation allow brands to convert ranters to ravers #commschat
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@CommsChat Don’t dismiss people who are passionate because they care about the orgs. brand values and want to see them honoured #commschat
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@RegisDudley there really isn’t any better options, are there? Certainly not “fans.” c @mynameisearl #commschat
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On to T3: Who are the individuals that are holding organisations to account and how are they doing it? #commschat
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Grads: The other good thing about #commschat is that you can pick up lots of interesting PR/comms people to follow.
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Saying that “stakeholders” “old hat” one of the saddest things I’ve ever seen in a Twitter chat @FleurieFM. Have a STAKE in co. #commschat
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Join the #brandvandals conversation in progress with @commschat by tweeting questions to authors @wadds and @mynameisearl #commschat
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A2) I liked the focus in the book on looking on the inside of organisations too – #brandvandals can also be employees #commschat
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T2: Actually moaning can be healthy: gets it off chest/useful feedback. V British #commschat. Normally don’t see #brandvandals coming though
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@wadds what’s your opinion on the idea that there’s a recent shift of brand focus from reputation to relationship management? #commschat
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Same terminology I use. MT @jgombita: @mynameisearl from a PR POV I favour “stakeholders” & “publics.” Esp. in 2-way comms. #commschat
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Yup @JessicaNorthPR Audiences SIT & watch theatre or music. Stakeholders/Publics more involved. c @mynameisearl @wadds @FleurieFM #commschat
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@jgombita Hi Judy. No, as in caustic is an apt word to describe potentially corrosive comments. Didn’t mention amusement at all #commschat
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@totmac @AllthingsIC spot on. Multi-tasking. #commschat
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@JessicaNorthPR @jgombita @mynameisearl @wadds oh no… Not stakeholders! How old hat dear. #commschat
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@jgombita Agreed! Some people are there just to cause trouble and you can usually tell #commschat
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@totmac True – multiple ways to get in touch and air views #commschat
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Hey @AllthingsIC is “caustic criticism” a snarky way of saying a subjective POV that is amusing? #commschat
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T2 part 2: How do you tell whether something is an act of vandalism or just caustic criticism? >By assessing intention #commschat
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@AllthingsIC It also has the instantaneous/simultaneous factor about it. I can moan at you online *while* waiting in a queue #CommsChat
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…Worlds apart from “audiences”?@jgombita @mynameisearl @wadds #commschat @FleurieFM
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SMedia makes previously ‘invisible’ conversations visible. Smart brands are those who are listening #commschat via @AllthingsIC
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@phaniebhughes yes. Speed an issue too #commschat
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MT @wadds T2. challenge for orgs is they now need to have social embedded through operational areas of enterprise to manage it #commschat
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@totmac @CommsChat Yes from a damage standpoint wheat must be sorted from chaff #commschat
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@totmac Hi Tom, indeed. SMedia makes previously ‘invisible’ conversations visible. Smart brands are those who are listening #commschat
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A2. Scroll back through the person’s account. If a persistent malcontent, it will soon become obvious. #commschat
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T2. challenge for orgs is that they now need to have social embedded through the operational areas of the enterprise to manage it #commschat
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T2 …and some people find moaning on their favourite social media of choice cathartic. Apparently 🙂 #commschat
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A2) Great phrase – ‘caustic criticism’ – key is for brands to be aware of the conversations, both on and offline #commschat
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@CommsChat T2 Social gives people a new channel. Its easy to tweet a complaint that hang on a phone line for 20 mins. #commschat
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@AllthingsIC Agreed. People have always shared their dissent. Social media just makes it more direct. #CommsChat
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@wadds #brandvandals #commschat and they have access to the same tools and they’re also more agile
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@jgombita Sounds very fair #commschat
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@wadds “I’m not a jam jar so don’t put a label on me.” (From a Harlequin Romance based in Australia.) 🙂 #commschat
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@jennysolomons Yes ‘war’ takes on extreme significance on Armistice Day. But if #brandvandals work isn’t war, hardly a skirmish #commschat
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@jgombita its a label. Use your noun and verbs of choice #commschat
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@mynameisearl from a public relations point of view I favour “stakeholders” and “publics.” Especially in two-way communication. #commschat
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@CommsChat you have to know your service #commschat
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A2) Will always be dissenters against brands. Social media purely another option for voices to be heard & views shared #commschat
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@jennysolomons fair play, timing with this tweetchat ain’t great. The book is 9 months work, but the metaphor works. #commschat
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@jgombita If not an audience – people? Just a label – important thing is indivduals and their influence/views are recognised #commschat
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T2 part 2: How do you tell whether something is an act of vandalism or just caustic criticism? #commschat
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T2 part 1: Is social media mobilising the angry mob or is it merely an outlet for people who moan and bitch? #commschat
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@mynameisearl I am happy to heckle you as well, it’s simply that I “know” @wadds better. (Don’t know you at all. Hello!) #commschat
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@phaniebhughes question is how many orgs are ready for that? No many in my experience. #commschat
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RT @GoooRooo: #commschat How can companies turn #brandvandals into brand advocates? <Using data, delicacy and bravery
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I think ‘war’ is an inappropriate word to use, any day, but especially today, Armistice Day. #commschat
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@GoooRooo an investment of time #commschat
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@phaniebhughes the internet has completely democratized media. Anyone can publish and build an audience. #commschat
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Evening all, sorry I’m late. Note to followers: Am taking part in @commschat for next 50 minutes. Come & join in using hashtag #commschat
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Note: I do not like the word “audience.” Sounds very passive. I’m not an “audience” to any brand. #commschat (Also dislike “messaging.”)
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@phaniebhughes General level of preparedness for worst #brandvandals fairly low #commschat
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@phaniebhughes its good old fashioned crisis preparedness. But there is no time to prepare and anyone can have a go. #commschat
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I freely admit I’m here to heckle @wadds (or at least keep him on his Twitter toes). #commschat
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@totmac @CommsChat All are fair game. Issue is whether they warrant it and how they tackle it/engage whole audience #commschat
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@CommsChat @mynameisearl Its a metaphor and its reality. A comms team mid-crisis has all the hallmarks of a war room. #commschat
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#commschat How can companies turn #brandvandals into brand advocates?
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Hi everyone. How prepared do you feel your clients are to face a crisis, if an agency, and as clients #commschat #BrandVandals
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@totmac @mynameisearl sounds ominous. Do explain. #commschat
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@CommsChat When can it become a war? When a declared or unseen enemy starts plotting sustained/deliberate damage #commschat
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@mynameisearl @CommsChat I think some people see most brands as fair game. Thinking of that WeBuyAnyCar letter.#commschat
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I’m sure they’ll warm up….We’ve got some great topics on tonight #commschat friends! @mynameisearl
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Not many #brandvandals #commschat questions tonight – cat got your tongues?
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When can it become war-like? @mynameisearl #commschat
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Good evening all. Tonight’s #commschat looks interesting! #BrandVandals
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RT @CommsChat: T1 is: Is the relationship between org & its audience really a war? How bad can it get? #commschat <Not normally. But can be.
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hi guys, so everyone remember to use the #commschat tag and I’ll chime in from time to time w/ new topics
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@CommsChat Evening. Bring it on. #commschat
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@CommsChat #CommsChat Evening all.
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#commschat: looks at all aspects relating to communications, When: Mondays, 8:00pm UK. #tweetchatshappeningnow
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I’ll let them intro themselves, but T1 is: Is the relationship between an org and its audience really a war? How bad can it get? #commschat
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Tonight’s #commschat looks interesting. All about brand vandals. Keep an eye on it.
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RT @GoooRooo The transcript on last week’s #commschat on recruitment (worth reading) is here: http://commschat.com/transcript-of-commschat-on-recruitment-2 …
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Hello all, Brittany here. Tonight on #commschat we’re joined by @mynameisearl and @wadds who’ll discuss their new book #brandvandals.
Fleurie Amorette 
Stephen Waddington 
mynameisearl 
Jenny Solomons 
Rachel Miller 
Amanda Coleman 
Caviar 
Stephen Abbott 
stephaniehughes 
Nafisa Nathani 
Jean Valin APR,FCPRS 
Judy Gombita 
Andrew / Communicate 
Sarah Wood 
Adam Fairclough 
Tom Mason 
Regis Dudley 
Martin Deller 
Sarah Stimson 
BloomsburySpecialist 
Sophie Leah Frater 
Jessica North 
Gnosis Media Group See what others are talking about "Brittany Golob"
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