Monday, May 31, 2010

VERITAS: FUMBLE BP FACES SLICK RESISTANCE ONLINE

This week's perspective from Com.motion:

It's seems that environmental issues create fertile grounds for brand jacking. Not so long ago, NestlĂ© lost all control of its new Facebook page after some environmental criticisms and unfortunate issue management by the administrators of the page. As a result of the massive oil spill in the Gulf of Mexico, BP has become the latest victim of brand jacking. The twitter account @bpglobalpr now has over 75,000 followers who receive frequent and sarcastic updates about BP's activities in the Gulf. The Twitter account leads to a website selling t-shirts marked "BP Cares." There's also a Tumblr blog to spread even more bad news. Yet the worst news is that there’s little BP can do about it. The ongoing crisis in the Gulf dictates that BP can’t mount an overt PR counter-offensive until the leak is stopped. But as with most crises, the real action should have taken place before it hit—when BP could have locked up such obvious brand-jacking avenues as @bpglobalpr on Twitter.

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