Interactivity is vast becoming a vital part of communication within organisations. The purpose of which is to receive feedback from products or services that have been provided by the organisation. Cost effective providers of interactivity can be, facebook, twitter, blogging, Linked in, youtube videos, the list goes on.
The problem companies can have with using interactive forms of marketing, is not knowing how to use them effectively. Its one thing having a facebook page but if you don’t have anyone viewing the page there is no point in having it. In addition to this if the company don’t take on board the feedback they are given and show changes accordingly this can be unfavourable for the business, however obviously costs, brand image and brand identity must be first and foremost.
The key to using interactive media efficiently is all about keeping it relevant. Especially if the product or service is aimed at a specific segment and demographic. People like to see constant updates and progress. They like to know the information first hand. For example If something were to go wrong for the company (BP springs to mind). A way of handling the PR would be use of interactive social media to have more control over the situation.
During the crisis of the oil spill by BP, they failed to communicate with its customers and stakeholders how bad the oil spill actually was. Their corporate social responsibility was to protect the animals and people of the area of the spill. This was also not handled in the correct way and many people felt that they could have done more for the local area. [1] It is clear that their contingency plan was awful, and you would expect more from such a massive corporation. Trying to detach themselves from the inscident. Carreen Winters, executive vice president at MWW Group and head of the firm’s crisis practice. “While millions of people watched the spill growing via a live video feed on the internet, BP downplayed the impact of the incident, attempted to shift responsibility to a sub-contractor and generally did just about everything wrong.”[1]
[1] http://provoque.co.uk/2011/03/14/10-examples-of-how-big-corporations-managed-pr-crises/
During the crisis of the oil spill by BP, they failed to communicate with its customers and stakeholders how bad the oil spill actually was. Their corporate social responsibility was to protect the animals and people of the area of the spill. This was also not handled in the correct way and many people felt that they could have done more for the local area. [1] It is clear that their contingency plan was awful, and you would expect more from such a massive corporation. Trying to detach themselves from the inscident. Carreen Winters, executive vice president at MWW Group and head of the firm’s crisis practice. “While millions of people watched the spill growing via a live video feed on the internet, BP downplayed the impact of the incident, attempted to shift responsibility to a sub-contractor and generally did just about everything wrong.”[1]
[1] http://provoque.co.uk/2011/03/14/10-examples-of-how-big-corporations-managed-pr-crises/
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