Social Marketing Revolution

Previously a darling of the social media scene, retailer Woolworths had its fair share of digital travails this year, from Halaal hot cross buns, to accusations of ripping off Frankie’s Olde Soft Drink Company, to calls for boycotts over perceived racist job adverts. But it was not alone. Around the world companies – in fact, very often retailers as well – had online conversations turn nasty.

 

In Woolworth’s case, things came to a head in September with calls for the stores to be boycotted after a so-called whistle-blower accused the company of being racist based on the content of its job ads. Woolworths replied that it, like all South African companies over a certain size, was legally obliged to comply with the country’s Employment Equity Act. But by then the storm in the teacup had spiralled out of control, and Woolworths eventually was forced to close its Facebook page to control the barrage of “hate speech” and “vitriol” people were spewing forth....

Via Jeff Domansky