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    An interesting and accurate assessment of the inability of brands to foce their version of the conversation on the masses, but I'd add that it was ever so, what's different with the Societal Web ( see ) that we now have is not that people are suddenly taking an alternative view, but that they have reach and authority when the do so.

    Brands can ignore them or engage and the balance is difficult to get right, or impossible.

    So, what brands must do is optimise their engagement, and the best results probably come form dealing and correcting, rapidly, what they do that is wrong, acknowledging mistakes, and supporting change based on consumer needs and opinions. At the same time they need to beware of being pushed into inappropriate action by a vociferous vocal minority.

    In the example above the question is one of a public opinion being educated that palm oil is bad and a product that uses some. It probably doesn't matter if they take care to source it responsibly and sustainably and ensure that there is no (further) impact on wildlife, so the possible actions they can take are to either use a different product, or, guarantee an area of habitat that protects more than the space required for their consumption. Both probably have a cost.

    The key is to be seen to be listening and caring without being a push over.

    The comments to this entry are closed.

    BRANDJACKING is when an organisation loses control of the social media conversation around its brand to someone else.

    This is a new world. You don't own your reputation any more. Your goodwill exists only in the minds of people you don't know.
    The first use of the word brandjacking appears to have been by Business Week in May 2007. See this article about cybersquatting.
    ADVERTISING AGE: Why BP Isn't Fretting Over Its Twitter Impostor

    NEW YORK ( -- You would think that BP would be fretting over the hijacking of its brand on Twitter, because, in less than a week, the handle @bpglobalpr has amassed a following double the size of BP's real feed.

    Click here
    THE GUARDIAN: A crash course in PR from the folks at @BPGlobalPR

    Click here for more.
    PR NEWSER: Person Behind @BPGlobalPR 'Reveals' Themselves

    The satirical Twitter feed, @BPGlobalPR, has many times more followers than BP's official Twitter feed.

    Click here for more
    Follow the BP parody account on Twitter

    Forget your brand says Leroy Stick, who claims to be behind the @BPGlobalPR parody

    FORGET YOUR BRAND. You don't own it because it is literally nothing. You can spend all s orts of time and money trying to manufacture public opinion, but ultimately, that's up to the public, now isn't it?

    Click here for more.
    Daily Telegraph:Orang utan Greenpeace protest at Kit Kat maker Nestle

    Greenpeace protesters dressed as Orang Utans claim Nestle's use of palm oil is contributing to the destruction of the rainforest.

    Click here

    The Greenpeace contest to design a new logo for BP has set the tone of recent social media conversations.

    click here.
    FT: Nestlé learns to see the wood for the trees

    Have a break. Eat an orang-utan's finger. That was the message of an advertisement posted by Greenpeace on YouTube in March.

    click here
    BRAND REPUBLIC: Greenpeace attacks Nestlé with 'Kit Kat' viral

    Greenpeace has launched a shocking viral as part of a campaign against Nestlé to highlight the company's use of palm oil.

    click here

    Greenpeace continues to campaign on Nestlé's involvement in the rainforests. See the group's site for more information.

    Click here
    FT: It pays to expect the unexpected

    Click here for more.
    A fascinating report on Twitter about how the most active Twitterers can impact your brand. Also good advice about how to be influential on Twitter.

    Click here for the report.