In class number nine we learned about post-engagement principle number three, control, or like we said in class “lack of control.” My favorite quote from the literature was “Social Media … regenerates thoughts and ideas through a cyclical process of listening, discovering, sharing, and contributing personal or professional perspective …” (p. 190). When learning about control we also must take into consideration that “Participating in the conversation requires an individual or organization to cede at least some control to the ‘audience.’” (p. 4). I like these two quotes because they are easy for us to understand and help us better understand “control.” Like it was stated in class, “be prepared to give up some level of control over your organizations message.”
All of the cases that we reviewed in class were pretty good. The Skittles case was pretty funny and the Wal-Mart “bonus case” was just hilarious. The “tweeting from Wall Street” one was interesting, but boring, but in my opinion the best one was the class favorite Marie Callender’s case. The Skittles case was a perfect example of how the Mars candy company “lost control” after profanities were displayed on their websites home page. The Burger King “bonus case” was also another example of a loss of control, but the company did a good job of turning the tables and twisting it around to make it comical. When the situation was under control and resolved, it turned out to be not a big deal. Burger King handled it very professionally, and it was perfect. As far as Marie Callender’s is concerned, I do not believe that the case was “sneaky” or “deceitful” or anything like that. The people who blogged about their displeasure definitely, in my opinion, over reacted. In order to get attention and for people to read and follow their blogs they blogged about this “controversy” because they know that people love controversy and gossip, and that would be the best way to get people to pay attention to their blog.
In conclusion, expect the unexpected! Not all followers of your brand will be advocates or fans. Recognize you can’t control everything; however some level of control is necessary. Also, be sure to maintain the quality and relevance of the communication.