Ama-Social Media Pundits yi-Ruining Corporate Social Media

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Wake wenza iphutha ezinkundleni zokuxhumana? Ngenze okumbalwa (futhi ngiyaqhubeka nokubenza). Hhayi amaphutha amakhulu, kepha amaphutha akukho ngaphansi. Ngenze imibono engazweli ebingagwemeka. Ngigxekile abantu engibahloniphayo ngakho bacabanga ukuthi ngiyinsizwa. Ngabelana ngezepolitiki - isisekelo esingcwele samaphutha ezinkundleni zokuxhumana. Ngiphinde ngixube ibhizinisi nobumnandi kuwo wonke ama-akhawunti ami ezinkampani nawami uqobo.

Kumele ngincenge ezinkundleni zokuxhumana.

Ungacabanga… kepha nginabangane abalandelayo nabasanda kudalwa okunempilo nobudlelwano bebhizinisi nsuku zonke. Ngababonisi, ngingu ukwenza konke okungalungile… Kepha kuyasebenza. Futhi nomuntu ongamazi, amasu okuthi Highbridge Ukuthunyelwa kwezinkampani kwakha inzuzo enhle ekutshalweni kwezimali. Into abanye abaluleki bezokuxhumana bayayigwema.

Ngibhale ngaphambilini mayelana ukungafihli lutho uma kuqhathaniswa nobuqiniso ngakho-ke angizukushaya ihhashi elifile lapha (uh-oh… ungabizi iPETA). Kepha ngiyacasuka lapho ngibona umxhumanisi wezokuxhumana ethatha inkampani ngenhloso yokwenza iphutha engahlosile.

I-debacle yakamuva yiCoca-Cola. Bakhele i-Twitter bot yabo #Yenza Kujabule umkhankaso, echaza injongo yawo ngokukhishwa kwabezindaba:

Ukubhekana nokunganaki okugcwele okungcolisa imithombo yezokuxhumana kanye nemicu yokuphawula kuyo yonke i-inthanethi

Wow… inkampani ebhekene nokuzama ukuletha injabulo encane emhlabeni. Impela bekungukuzivocavoca uphawu lokufaka uphawu ngakho-ke kunokukhangiswa okuncane okukuso. Kepha lokho bekuyisu lokubeka uphawu likaCoke amashumi eminyaka… libonakale lapho kunezinkumbulo ezinhle. Kubi kakhulu, akunjalo?

U-Adam Pash kaGawker, udale i-Twitter bot yokufaka imigqa ye-tweet evela eMein Kampf ka-Adolf Hitler futhi ayixhumanise nomaka we- #MakeItHappy. Icebo lasebenza. Kubangele i-bot kaCoca-Cola ukusakaza umbhalo kaHitler nokukhiqiza izithombe ezinhle ngomaki we- #MakeItHappy amahora ambalwa.

UGawker uthumele i-stunt futhi i-Intanethi yakuthanda. UCoke wehlise i-bot.

Kwenzekani ngokulandelayo? Abacwaningi bezokuxhumana bashaye iCoca-Cola ngenxa yephutha labo ezinkundleni zokuxhumana. Ngiyifundile kokuphakelayo kwami ​​- okugcwele abangani nozakwethu ababonisana nezinkampani ngamasu abo ezinkundla zokuxhumana. Sesha i- #MakeItHappy ne-Twitter bese uzobona ukuthi ngiqonde ukuthini. Ngokuzimisela… babashaya.

Ngonyaka owedlule, ngenza isethulo kwaSocial Media Marketing World lapho ngabhala khona konke okuyiphutha kwezokuxhumana okubalwe kumasayithi wemboni futhi ngafakazela ukuthi akukho nokukodwa okuba nomthelela ohlala njalo kulo mkhiqizo. Ngokuzimisela - hhayi neyodwa!

Izinkampani zesaba ukufa ngamaphutha ezinkundla zokuxhumana. Uyazi ukuthi kungani besaba amaphutha ezinkundleni zokuxhumana? Ngoba wonke umxhumanisi wezokuxhumana nabantu lapho ubakhalimela abasebenzi bakhe kanye nokuqagela amasu ngamasu abawasebenzisayo agcina enephutha. Akuyona imiphumela yomkhankaso elimaza isithunzi senkampani, yimithombo yezindaba eyenziwa ngabaluleki bezokuxhumana ukuze bahlazeke.

UCoca-Cola akenzanga lutho okungalungile ngomkhankaso wabo we-Twitter bot obufanele ukusabela ochwepheshe abaphendule ngakho. Uma ufuna ukuthatha noma ngubani akwenze umsebenzi, thatha iGawker wenze lo msebenzi. I-IMO, u-Adam Pash ungudokotela wokusebenzisa kabi umkhankaso futhi uGawker ngokuzishaya isifuba ngawo ukuze badlale i-gotcha njengesigejane sentsha eyandulelayo. Ngingacabanga nje ukuthi bayagigitheka njengoba isilinganiso sokuqala sikaHitler sakufinyelela kokuphakelayo kukaCoke ku-Twitter.

Sawubona Gawker… khula.

Iseluleko sami ezinkampanini

Sekuyisikhathi sokuthi uqhubeke nokuhlasela ngale nkinga. Vikela imikhiqizo yakho, lungisa amasu akho, bese uqhubeka. Ukuguqulwa okumangazayo kwezokumaketha nakwabezindaba okulethwe yimithombo yezokuxhumana yikhono lethu lokuxhumana ngqo nemikhiqizo. Umhlaba ucela ukuthi kube khona obala nokubukeka ngaphakathi ezinhlanganweni abasebenza nazo ukuze bezwe kahle ukuthi imali abayisebenzisayo ibalulekile. Ngokusobala kuba sengozini, noma kunjalo. Uzowenza amaphutha. Futhi lokho kulungile!

Awukwazi ukubikezela ukuthi omunye u-dick uzohlasela umkhankaso wakho wezokuxhumana ojabulayo ngezingcaphuno zikaHitler noma ngabe uzama kangakanani. Ukungafihli lutho kusho ukuthi usengozini yezimo ezinjengalezi, kepha njengoba wenza isu lokusebenzisa umkhankaso, ungasungula isu lokuthi lapho izinto zingahambi kahle.

Ngingathanda ukubona impendulo yomphakathi evela kuCoke etshele umhlaba ukuthi izenzo zikaGawker yizona kanye izenzo umkhankaso wabo owawuzama ukunqoba. Ngingazwakalisa ukudabuka ngokuthi inkampani yabezindaba iye ezindaweni eziphansi kangaka ukuze ihlaze uphawu. Ngingehlisa umkhankaso ngicele abantu ukuthi babhale iGawker futhi bazwakalise ukudumala kwabo.

Bangu amaphutha ezokuxhumana nabantu lezo zinkampani ezingazivikela, kepha ukwehluleka ukubalekela ulaka lweziwula ezikwi-Intanethi akuyona yazo.

Iseluleko sami kumaPundits wezokuxhumana

Uma uthatha umkhiqizo ukwenza lokhu, ucekela phansi imboni yakho. Ukwenza kwakho ukwesaba nezimemezelo zendlela umkhiqizo okhangwe ngayo akukusizi. Kushayela izinkampani eziningi ngokwengeziwe ukuthi ziyeke ukusebenza obala bese zibuyela ekucasheni ngemuva kwama-logo, iziqubulo nokumaketha kwendlela eyodwa.

Ukube bengingumkhiqizo omkhulu angiqiniseki ngeqiniso ukuthi ngake ngasebenza nomxhumanisi wezokuxhumana nabantu obeqa eqenjini ukuze ahlazise inkampani online. Imithombo yezokuxhumana isebenza izinkampani ezihamba phambili zikhululekile ukuxhumana nenqwaba, hhayi lapho kufanele zihlale ezindlini zamabhodi zidlala konke okuhlukile ngokwesaba okuthunyelwe okulandelayo kwebhulogi ozokubhala lapho izinto zingahambi kahle. Iyeke.

Yeka ukuthengisa izinsizakalo zakho ngokwesaba futhi uthengise, esikhundleni salokho, ngesithembiso sokuthi izinkampani zingaguqula kanjani umkhiqizo wazo futhi zakhe umphakathi namakhasimende abo.

6 Amazwana

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    Sawubona Doug,

    Indatshana enhle. Ngiyayithanda imidwebo - yonke into ucezu olungeziwe lwesibambiso kufanele luxhumane ngaphandle kwegama elibhaliwe. I-Bravo.

    Ngisola enye yezinselelo zokuxhumana nabantu ukuhlukaniswa ngamagatsha, okusho ukuthi kukhona ukumaketha, ubuchwepheshe, ukwakhiwa, ukukopishwa kwamakhophi, njalonjalo; zonke izinto ezingafani zokuxhumana emphakathini wolwazi zisencane.

    Umkhankaso weCoke wethula umbono ohehayo, kepha njengomuntu ofaka izigqoko eziningi kakhulu emkhakheni wezokuxhumana, kufaka phakathi uchwepheshe wezokuhlala, ngingafakazela iqiniso elilodwa elilula lapho ngilwa nesilo semithwalo yezokuxhumana: ungalokothi, usebenzise ezokuxhumana zakho umsebenzi womkhankaso. Ubashiyela ukuvuleka. Kuyinto elingana nedijithali yokuya empini ngaphandle kwevesti elingenawo amabhulethi - isilinganiso sengozi sizophakama uma unephrofayili ephezulu. Yi-Intanethi, phela: Ongaziwa, iSyrian Electronic Army, iLizard Squad, wonke amaqembu abaduni ngezikhathi ezithile abhekise izinkampani ezinkampani. Lokhu kwenzeka nje ukuthi kwavela emphefumulweni we-impish eGawker.

    Futhi-ke, kunjalo, kune-Bill Cosby media media fiasco. Hewu.

    Ukuzikhetha, noma kunjalo, kufana nokusola inja ngokungena emgqonyeni kadoti wasekhishini: kungokwemvelo yazo. Futhi uma ushiya isembozo ngaphandle kwekani, kahle-ke ngeshwa (futhi ngiqonde ukuthi ngobuqotho - akufanele kube ngale ndlela, kepha kunjalo), yilokho okutholayo: ukungcola. Noma kunjalo, konke kuyimfundo. Lapho usuyazi imvelo yento ethile, ungahle ube nokuqonda okungcono kokuthi ungayisingatha kanjani ngokuzayo. Mhlawumbe kungcono ukufaka umkhankaso ngevesti yokuqinisekisa izinhlamvu (ukubamba isingathekiso) bese uyihlanganisa nabantu (vele, lokho kuvame ukuba nezinkinga zabasebenzi ezakhelwe ngaphakathi, lapho).

    Yi-wicket enamathelayo, lesi siteshi. Shiya ukuvula futhi uzothola ngokushesha ukuthi othile unenhlamvu yedijithali enegama lomkhiqizo kuyo, okunye ukulimala kwe-Intanethi, enye indaba yokuxwayisa yezokuxhumana.

    Siyabonga ngokungenza ngicabangele amanye amajometri alesi simo nge-athikili yakho.

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    Yeka ukuthatha okuhle - wow! #ShameonYaGawker

    Kuyiqiniso ukuthi ngenkathi ama-social media gurus eveza ubuhle bokuba yiqiniso nokuba sobala, aphikisana kakhulu nanoma yisiphi isihloko esinempikiswano - Ngiyazi ukuthi ngiyaziqhenya ezindabeni ezinjalo, ngakho-ke kudos kumuntu onjengawe ukumela lokho okukholelwayo # IZINGANE

    Ngiyabonga uDouglas
    I-Kitto

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