Social media integrity

Another day, another corporate social media gaffe. Another individual not associated with the organisation, or another account hacked. And apologies to anyone who was offended.

Really? Do you buy that?

Last night Liverpool probably threw away the Barclays Premier League title by blowing a 3 goal lead away to Crystal Palace. Shortly afterwards, the below Vine appeared on the official Tottenham Hotspur account, apparently mocking Liverpool. 

Vine

Naturally this was not the fault of the club who are now looking into security issues with their Vine account, adding that it was not tweeted by anyone affiliated to Tottenham Hotspur. 

TH denial

Whether this is true or not, it is very damaging to Tottenham Hotspur, not just because they have effectively admitted they have security issues, but whomever uploaded this in the first place, is hardly in a position to mock in the first place. 

When it comes to crisis management in social media, being honest and displaying integrity is the key to success. It may be true that the Vine account was hacked but it seems too well timed and planned to have been the work of a rogue hacker. I would presume that Spurs have a robust social media policy, strategy and reporting in place, which will surely be able to detect the exact time and ip address of the ‘poster’, which should confirm that the apparent hack was external. If this is not the case, and there is no further statement, and possibly even a restructure of the social media team, then questions will need to be asked of Tottenham Hotspur themselves.

If you do not post with honesty and integrity, and admit mistakes, you leave your brand exposed and lose a lot of trust and confidence within your market place. Is it worth the risk? 

 

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Every six seconds…

I thought there was a great irony earlier this week when the big news story surrounding the launch of Vine, Twitter’s new six second video update service, was the accidental selection of a porn clip as the video of choice of the editor…

Anyhoo…

…Vine, quite simply is the new App from Twitter and enables the user to record six seconds of video content to attach to a Tweet. Six seconds? That’s not a lot is it? Well, neither is 140 characters and that hasn’t stopped Twitter has it? What Twitter Vine actually does is encapsulate a moment. With Twitter you can update your followers on what you’re up to, but you’re going to focus on your phone for about a minute or so as you type out your Tweet. In a way, losing the moment. What Vine enables you to do is to capture that moment of passion, elation, and history, for you to share. I remember fiddling on my phone trying to capture a photo of David Goodwillie scoring the opening goal in the 2010 Scottish Cup Final or Dimitar Berbatov scoring a penalty at the Emirates earlier this season, and thinking how crap the results were.

Well, just imagine capturing that moment on video. You only need six seconds. Six seconds to capture that moment, turn to your friends and capture that elation. Yes, yes, there will be a lot of boring crap uploaded by self publicising idiots.

Like this…

IMG_2114

 

 

And this…

IMG_2109

 

But, idiots aside, just imagine capturing the moment at a gig or game, or any other event? Give me until the weekend and I’ll try and capture Berbatov scoring the winner against Manchester United on Saturday… On top of idiots uploading crap, I can see this being a great tool for brands to build engagement. Short sharp bursts of audience engagement and participation with your product? Yeah, that’s an easy engagement win.