Social Media: Listening, tweetdoubler

Using Social Media to Listen to Consumers
If the social-media sphere attacks your brand, do “real people” hear the screams? Not likely, according to surveys that indicate marketers shouldn’t rush to quiet every micro-outrage that sweeps across the web. Last fall, Johnson & Johnson‘s Motrin broke creative of a mom complaining that wearing your baby “in fashion,” via a sling, can cause back and neck pain. It offended some in the social-media sphere, and an army of Twittering moms got the brand to yank the ad and issue a mea culpa on its site. But, according to a Lightspeed Research survey, almost 90% of women had never seen the ad. Once they saw it, about 45% liked the video, 41% had no feelings about it, and 15% didn’t like it. Even fewer, 8%, said it negatively affected their feelings of the brand, compared with the 32% who said it made them like the brand more. Was Motrin’s decision to yank the ad and apologize the right one — even if it made the problem go away?

Perplexing and unfunny April Fool from Razorfish Sydney.
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