Greenpeace has an impressive track record on social media engagement so why has its most recent campaign, an elaborate hoax of Shell’s Arctic exploration, seemingly flopped?
It’s not often that a major oil company comes off looking more social savvy than either a major media company or one of the world’s leading social media platforms.
But that’s exactly the position Royal Dutch Shell finds itself after a week when NBC and Twitter – corporate partners during the Olympics – managed to bumble their way into major social media #FAIL by conspiring to silence a vocal Twitter critic of the US media network.
For those of you not caught up in the goldfish bowl atmosphere of social media discussing social media the screw-up occurred when someone at Twitter suggested to NBC that they might consider complaining about Guy Adams, the acerbic US correspondent for the Independent who had been using the microblogging network to vent his fury at NBC’s coverage of the games. In a Tweet of particular pique, Adams published the corporate email address of Gary Zenkel, the NBC executive responsible for the network’s Olympic’s coverage. Twitter suggested to NBC that this contravened the social network’s privacy conditions. NBC ran with the complaint and Twitter duly suspended Adams. read more
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