Yesterday’s Picket Is Today’s e-Protest:
When Activism Hijacks Your Brand
"How can you deny my child a life-saving drug!" "This food is toxic!" "My family is going bankrupt trying to afford your medicine." Imagine phrases like these suddenly flooding your corporate Facebook page and Twitter feed until the voice of your brand has drowned in a sea of negative messages. Then ask yourself, is my organization ready?
A new level of modern day activism is occurring online in which any person, or network of people, with a smartphone or screen can quickly, cheaply and effortlessly confront a brand. Activists are engaging in sophisticated multiplatform campaigns, catching companies ill-prepared for the scale and speed of response needed. In this white paper, we outline road-tested methods of engagement that companies can apply to prevent and neutralize social media activism if it hits your feed.
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