When Your Social Media Representation Isn't Actually Yours
from the who's-speaking-for-whom? dept
It's been quite interesting over the past few months watching various companies make use of social media tools like Twitter to better communicate with customers or other constituents. Comcast has probably received the most attention, but some other companies have done some interesting things as well. Still, the world was fairly surprised last week when it appeared that oil giant Exxon Mobil was joining in on the fun. A Twitter account appeared that claimed to be a representative, Janet, from Exxon Mobil, and was linking to various stories of interest and responding to questions from the crowd. It appears that Janet wasn't bad at representing Exxon Mobil's views, but it turns out there was just a tiny problem: Exxon Mobil has no clue who she is and says she most certainly is not a representative of the company.It's not entirely clear who the person actually is or what s/he was trying to accomplish, but it does work to remind people that you shouldn't believe everything you see online -- even if it "feels" true. However, it does raise some other questions about the nature of an "official" spokesperson vs. amateur spokespeople. Whoever "Janet" is, "she" was apparently doing a pretty good job representing the interests of Exxon Mobil. Yes, that could change in an instant, or she could (and may have) misstated an Exxon Mobil position, but in an age where consumers speak up all the time against companies, it's quite interesting to see one effectively standing up for a company as well. That doesn't mean it's good to see someone representing your brand falsely (that's what we call "fraud"), but it does raise questions about "deputizing" amateurs to represent you in situations where it's clear (unlike in this situation) they're not official representatives, but amateurs who support what you do.
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Filed Under: social media, spokesperson
Companies: exxon mobil, twitter
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Smells of lobbyist . . .
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Re: Smells of lobbyist . . .no, reeks
Sounds like exxon has someone pretty smart playing a little bit of PR....can't wait to see the backfire though.
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Re: Re: Smells of lobbyist . . .no, reeks
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No Clue
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Re: No Clue
That's gotta be the most ridiculous thing I've ever heard.
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Re: Re: No Clue
I think you misunderstand Eleete's point.
In my reading of his comment, he was merely pointing out a contradiction in Exxon's statement. Exxon first stated that they have "no clue who she is." But yet they followed that with the conclusion that whoever it is, she is "most certainly not a representative of the company."
I totally agree with Eleete, how can Exxon say she is not a representative without first knowing who she is?
I think Exxon's statement is really, "We don't have a clue who she is, but we certainly hope she's not a representative of this company."
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the one problem with this idea...
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A 3rd Possibility
Lobbyists aren't getting nearly enough bang for their buck in this because it only lasts a couple of day and now the network is "burned down" as Bill Burroughs would say. So if it is a soft PR campaign, it's self-defeating in that its presence brings immediate scrutiny and immediate denial.
And, honestly, an amateur, like some regular person who just LOVES EM so much s/he spends the time to learn all the positions and find all the discussions and so forth. Implausible in the extreme. EM's got, like, 6 fans worldwide, so it's a short list.
Most likely scenario, IMO, is the mid-level employee. Maybe in the PR/MKT area or maybe just wants to get into that area. Either way, s/he went off the reservation and tried to get something going that the company would eventually recognize and embrace. It's a story you hear with some frequency in the Enterprise 2.0 space. But this employee must not have known s/he was working for Evil Incarnate, Inc.
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Re: A 3rd Possibility
I agree. The most likely scenario is an employee. Either one who is over-eager and is hoping to jump start her career by being proactive. Or an employee who did it with the permission of her department, without informing the main office of her activities.
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Anonymity is bad for communities
Jitendra from SezWho here.
Good post that raises an important conversation about how we can trust the socially generated content when there can be vested interests.
I think anonymity is a problem that causes a lot of social generated content to go to waste while encouraging boorish behavior.
Most of the people would be very comfortable saying what they have to say, without needing any anonymity but the default of anonymity in the social web really discourages real conversation.
Of course there are times where anonymity is useful even necessary to carry on a conversation but those situation are few and far too uncommon.
-Jitendra
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Plenty of others run the same risk of brand jacking
http://cowtimes.blogspot.com/2008/08/major-companies-at-risk-of-being-brand.html
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Is it fraud?
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