It is a current, cautionary tale about social media timing.
Communication strategies are a part of change Regardless of where you may stand on the issues, once thing is clear from the Beth Katner post cited here - define the conversation, or your public will do it for you..
The photo of PINK items on this post is being shared widely via Pinterest, Facebook an in other LARGE social media channels in protest to the Komen news about funding for breast cancer screening and Planned Parenthood.
Planned Parenthood gains $650,000 in 24 hours, enough to replace the lost funding from the Susan G. Komen Race for the Cure Foundation. Source: The Washington Post
From Beth's network, Kivi Leroux-Miller lays out a case study documenting the social media response and provided an analysis about why it happened. As Kivi says,
“This is what happens when a leading nonprofit jumps into a highly controversial area of public debate without a communications strategy, stays silent, and therefore lets others take over the public dialogue, perhaps permanently redefining the organization and its brand."
Watch and learn, so you don’t make the same mistake on whatever hot button issues your organization might be wading into.
Kivi has also written about “newsjacking” the technique of piggy backing on a crisis to get more media attention.
Kivi's blog post, featuring her newsjacking timely example, was about a lack of response by the Komen organization to a viral / big news story. Sorry, regardless of your personal views of this situation, the BIG cautionary tale here is that ignoring social media only makes the situation worse. Here's Kivi's newsjacking Komen story, to wit:
- I really didn’t think about the newsjacking potential of the post until I got into writing the commentary, and decided to really call out Komen for the lack of responsiveness to their supporters.
- I knew it would be a good lesson for my blog readers, but then mid-morning, Komen posted on Facebook (but still not on Twitter), and I found the response to be really lacking given the outrage.