A different kind of money trail.
Ben WiklerVerified account
@benwikler
A few years ago, a former staffer from a top-tier int'l PR firm walked me through how corporations monitor social media for brand risk. 1/
8:36 pm - 14 Aug 2017
Big corporations shell out serious $$ for social media monitoring and threat assessment of their brands & CEOs, and get frequent reports.
My friend had been in charge of compiling those reports. Her team would track mentions of a firm, its products, its execs: quantity, tone
The particular issue that companies want to assess is whether things are spinning out of control. So velocity and acceleration are key. 4/
The reports would show graphs of mentions/social reach/RTs over time; screenshots of images & messages. Anything quantifiable or visual 5/
If an online petition targeted a company, they'd check at regular intervals to see how fast it was growing 6/
The goal was to forestall an emergency that could lead to brand collapse. If necessary, action would be recommended to stem bleeding. 7/
Chief Marketing Officers and CEOs could be reached at short notice & decisions could be made quickly if things were threatening to blow. 8/
The most acute crises came when companies were doing something wrong that was being pointed out publicly, repeatedly. Brand disaster. 9/
In those cases, companies had to decide whether to try to stonewall & wait out storm or do the right thing & make problem disappear ASAP 10/
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So a big part of assessment within a company was always: how fast will people move on? How much brand damage do we incur in meantime? 11/
So the question for activists is: how long can you go? How much can you escalate pressure? If company thinks you won't stop, it'll fold. 12/
We're now in a time when many big companies face clear choices between right and wrong. Public will call on them to do the right thing. 13/
If you're a corporate decision-maker, you should consult your conscience. But also, consider your bottom line. The public is watching. 14/
If you're a consumer, this is your time to remember that you also have power. Not just your wallet. Your voice. Ask companies to choose. 15/
Your power is a function of your ability to build pressure, to recruit, to escalate—and to not give up. 16/
As my PR firm source explained to me, if you're a consumer activist, your actions will count, because they'll be counted.
Literally. 17/17
One more note: focus. Our collective impact is greater if we pick one target, win, then move to the next, instead of spreading pressure out.
All of these companies & CEOs will be watching what happens to the others. Praise those who do right thing. Make examples of others, 1 by 1.