Just take a look at one of the first additions to Donald Trump's new Presidential Twitter page. The background looks like it was a picture from the inauguration, but what the internet did not forget is who's inauguration the picture was actually from. It did not take long for the people, and the internet, to realize that this photo was not from President Trump's inauguration, but from President Obama's in 2009. President Trump's Social Media team did not think before they acted.
With written communication, in this case what is written or posted on the internet, the writer loses control. Interpretations are left up to the viewer or the reader and it is completely subjective. There is less control with the digital age and that is because of the groundswell. From the example of the Twitter background, this shows us that companies need to be very careful about what they post, but also how they react to what is posted.
A companies' brand is no longer what they say it is, but what people say it is. The power has truly changed. Companies have to accept that the groundswell exists, and start using it to their advantage. This means they need to start being proactive and connect with the people. Hear what they are saying about your brand, and use that as ways to improve it.
Hi Nikki!
ReplyDeleteGreat analysis on this interesting case. I thought a lot about how this election was so different than any other, because of the heightened social media presence. That is the beauty of groundswell, and entirely different world for public figures.
Nikki,
ReplyDeleteDefinitely agree about the power shift from large institutions and famous people to regular internet users. I wonder what you think about the other implications of the groundswell. For example, is it fair when celebrities impulsively post on social media and are then harassed by millions of people online? I think that groundswell is generally a good thing, but do you think people can abuse their power as a part of it sometimes?
Hi Sasha! Thank you for your reply! I definitely agree that people abuse their power. But, I think we may be thinking of it in different ways. When celebrities post and receive negative comments that are rude and hurtful from people, I think the people are abusing their power. I think people are abusing their power in the sense that if they do not like the celebrity, why are they taking the time to post mean comments. I am a huge Bachelor fan and I follow some of the contestants on Instagram. I see a lot of people posting mean and hurtful comments to someone they have never met, and who has not done anything wrong. They post things about their appearances, their lack of job, etc. However, these comments I do not believe are related to the groundswell directly. These are individual comments versus a movement of comments. When we think politically and one nominee versus the other. Many things were said from the opposing party, some justifiable, and others not. I think the groundswell was at work when people unite to uncover the truth. Bashing someone based off of appearance or something trivial like that I do not associate with being part of groundswell because it is not productive. However, although the groundswell is not always going to be positive, I think the negative is a good thing when it is productive. When it is trying to make a point, make a change, not just bash someone for the sake of bashing someone.
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