Many users posted images of perceived NYPD brutality and the outrage spilled over to the Los Angeles Police Department and others.
Christophe Esposito 's insight:
With the rise of social media use, companies and brands are ever more exposed to have a mishap on a platform or even worse having the general public take over a campaign.
The past week the NYPD created a hashtag campaign #myNYPD and asked users to upload photos of themselves with NYPD officers in appreciation of their work. What resulted next was anything but that. The Twitters users flocked to the opportunity to post pictures of NYPD officers and perceived brutality. Although many did send photos of themselves smiling along side officers or two, shortly after the initial tweet it sparked backlash across the country from Chicago, Albuquerque to Los Angeles.
With the power social media has to help brands gain more awareness it also has equal power to destroy a brands reputation. Brands need to be very careful when asking for consumer input across platforms. The best types of user-generated content are the one where the brand can select the winner or best to display so that they can be screened for inappropriate or misused entries.
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