Campania prin care Financial Times a reusit sa influenteze politica Facebook sau despre puterea social media
Am citit un material foarte interesant in Financial Times pe care, inca de la primele randuri, mi-am spus ca trebuie sa vi-l prezint. Din pacate nu am apucat pana acum, dar iata ca astazi reusesc sa scriu despre initiativa celor de la ziar si despre cum ei au reusit ceea ce multe alte companii si multi oameni nu au putut anterior.
Soraya Chemaly, Jaclyn Friedman si Laura Bates (autoarea articolului despre care va spun acum) au lansat o campanie prin care ii cereau retelei Facebook sa isi schimbe politica de publicitate.
Initiatoarele campaniei stiau ca este o solicitare care le-a mai fost adresata celor de la Facebook si care a fost ignorata de fiecare data. Asa ca au trebuit sa vina cu o idee inedita si sa mobilizeze companiile.
Si exact asta au facut. In loc sa discute cu Facebook direct, initiatoarele au contactat advertiserii, trimitandu-le screenshot-uri cu brandurile lor infatisate alaturi de continut grafic cu violenta domestica si violuri.
Intr-o saptamana au fost trimise 60.000 de tweeturi si 5.000 de e-mail-uri cu imagini ale unor femei batute, insangerate, cu vanatai alaturi de logo-uri ale unor mari companii de la Dove la American Express.
Reactiile nu au intarziat sa apara. Nume precum Nissan, Nationwide Building Society si multe altele mai mici au anuntat ca isi retrag ad-urile pana nu se rezolva problema.
La scurt timp, Facebook a facut o declaratie in care a anuntat ca isi va reevalua politica si va inlatura acel tip de continut.
Foarte interesant este si faptul ca acele companii care nu au reactionat imediat au avut de suferit in urma reactiei oamenilor. Dove, de pilda, nu a anuntat retragerea ad-urilor pana nu se inlatura acel tip de continut si ca atare bloggerii au creat imagini similare cu cele ale campaniilor Dove insa cu imagini ale unor femei lovite.
Va invit sa cititi acest articol interesant, cu Dove ca si case study cu privire la cum trebuie sa reactioneze o companie in social media in anumite momente si care sunt consecintele cand reactia lipseste sau vine prea tarziu. Financial Times a avut insa o idee foarte buna si iata cum uneori nu discutia directa conteaza, ci puterea venita din solidaritate. In final Facebook este o afacere si pierderea bugetelor de publicitate de la atatea companii nu ar fi fost deloc ceva de dorit pe termen lung. S-ar putea spune ca Financial Times a reusit asadar sa loveasca unde doare mai tare – dar doar asa campania lor a reusit ceea ce toate celelalte anterioare nu au putut.
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