Participation is king in social media

Well if there isn't enough proof out there already that conveys that new media and web 2.0 tools are having a big impact on brands, then here is just another example. HSBC Bank recently changed its student overdraft interest charges and has copped massive criticism and flack on social media sites such as Facebook.

Mad UK has reported that thanks to recent Facebook protests and rally groups on this site, the bank has experienced a substantial drop in brand buzz, dropping into negative numbers to -2.7 at the peak of the awareness campaign.

Hiring a new PR company (no need for name and shame) and implementing traditional media good-will campaigns have appeared to have very little impact on the overall brand buzz for HSBC - still looking like bleak.

I say the solution can be found in the problem!  

We need to ensure that our clients are aware of what is being said about them online so that when matters like this arise, they can be managed - we need to be able to convey to our clients that there are ways and they have options to participate in the conversations that are happening online. Much like the same way we operate already with traditional media - we know the media environment our clients operate in, know what journalists are saying about them and we find ways to engage those journalists so our clients can have a say.

As PR professionals, we need to ensure that we are tapped into the online space and that we are finding ways to make sure that our clients have a voice in this pervasive area and know that they are able to actively engage their publics through this medium.

This is a very powerful medium and we need to make sure that we are getting involved, albeit during crisis or opportunity mode. A few of us got together for a training session the other day regarding this fairly new terrain, everyone with their own perspectives but the one common notion agreed upon - participation is king!

As usual, wach this space!