Ever since GAP quietly introduced their new logo to the company’s web site for the first time on Monday morning, critics have been quick to voice their dislike of the new design, Twitter, Facebook and other social networking sites have been literally buzzing with reactions.
One Twitter user has even created a site where you can ‘make your own Gap logo,’ which is already making its rounds on the web (users have already created close to 5000 logos of their own).
But is the new logo just a clever move by Gap to spin some of the public outrage into a self-deprecating defence of its unpopular change? I definitely smelled a rat, a brand as strong as Gap doesn’t just release their logo without thought, warning, or a plan of action. Surely all their employees, stores, and partners would have had to been notified months in advance?
In response to the backlash Gap offered the following “Well, can you do any better?” response on its Facebook page: So was it Gap’s original plan to crowdsource the project or more of a reactionary coping strategy than a well-laid marketing plan?
Either way, as a marketing strategy it has certainly done it's job. People who might not have shopped in GAP's stores, looked at their website or even thought about the design of it's previous logo are now talking about the GAP brand. It's a brilliant idea to keep the news fresh in peoples minds, and to engage them in your brand. You even have to 'Like' the GAP facebook page to leave a comment and I'm writing a blog about it now...genius!
If Twitter can make mainstream headlines, is there a place for it inside organisations? Virgin Media thinks there is, and have used Twitter to increased collaboration and engagement at their company.
Collaboration is fundamental to employee engagement in organisations today where relationships have changed; hierarchies are disappearing; knowledge is more in demand; and individuals expect employers to provide tools that allow them to communicate freely.
Technology makes it possible for employees to connect and communicate easily and quickly across functions, hierarchies, divisions and countries. This sharing of ideas, opinions and knowledge generates incredibly valuable information, vital for informed strategic decision making and, ultimately, business survival.
“Getting social” is a hot topic at Virgin Media – here's how they transformed the way they communicate and collaborate internally using social media tools and techniques.
Intranet - This is the main online channel used internally to communicate.
The Grill - This is a live online web chat, 'grilling' someone within the business. Anyone in the business can ask the individual getting 'grilled' questions, and it is a great way to get views and opinions aired and shared within the business. It is filmed and recorded for the archive.
Forums - These are similar to the intranet, but sit separately within the structure. Although nervous initially regarding the time it would take to manage them, the forums actually self manage themselves and have needed very little moderation. They have proved effective because they invoke different responses from different people across the business.
Wikis - These are information wiki's across the business. They have grown into their own micro communities, as individual sections of the business build up their own 'local' knowledge communities. These engage people differently, because they are reliant on colleagues working together to populate them with information.
Twitter -With over 100 offices across the UK, Twitter has enabled connections at Virgin that wouldn’t have happened before. It has opened doors for people needing answers and support on a whole variety of topics – from IT support, to finding solutions to customer problems, to tips on where to get the best beer for those travelling to other offices. They have a 'locked account' (they simply protect their tweets) that currently has 430+ people (otherwise known as “Twits”) in their online community. employees join in on everything from twitpic caption competitions to sending out top tips, (“toptwips”) to help their community keep up with the latest developments on Twitter and other social media tools.
Blogs - They currently have 25 blogs being written within the organisation on a wide range of subjects. They actively encourage anyone to blog and share them within the Virgin Media network.
Virgin believe there have been five real benefits from using the multitude of channels as part of their communication strategy:
Real-time feedback on real-time communications
Social media has revolutionised the way they are able to reach out to diverse cultures across different geographical boundaries, and link many of them together, by giving them different channels to do this.
It has helped them move away from just being an information 'top-down' company, by instigating all these 'bottom-up' communication channels. All employees now have a voice.
The employees can choose which way they communicate with other employees, and how they share information with each other.
Their employees are now taking responsible for their own communications and information which they are sharing with one another. They are not waiting for Virgin Media to 'tell them something' they are now using colleagues on the network to help instead.
Have your say
Would you consider using Twitter internally to help employees collaborate and communicate? Why or why not? Virgin as a brand is young and innovative, and the corporate culture encourages experimentation of new technologies, but how would you convince leaders of a more conservative organisation to allow employees to try something like Twitter? Let us know your thoughts below!
Next Week: 10 top tips on how to begin to incorporate social media platforms into your communication strategy.
Leading on from my last blogs look at the Nestle Facebook disaster, I thought I’d follow up with a few words about one of its biggest rivals, the mighty Twitter.
Time and time again people have posted things to their corporate Twitter feed that has really blown up in their face and surprisingly, the big corporate machines have been just as guilty of this as the rest of us. So I've rustled up a few tips to help you stop your tweets turning into 140 character time bombs that explode into twittersphere.
In all honesty, I look at Twitter in the same way that I look at other sources of written communication - books, blogs, magazines, websites, social networking - they all have a purpose and can be used effectively but each presents it's own dangers as well. This is a huge challenge for companies.
Don’t get me wrong, Twitter can definitely add value to any business that uses it well. It is a great way to reinforce your brand, share news and important information, gather feedback, advertise and most importantly, start a dialogue with your customers and prospects – and the only cost is the time of the people involved with managing your Twitter account.
But it's surprising just how many organisations don’t use them effectively and there are some who don’t even seem to think before they tweet. Surely, before you’re going to say something publicly that will reflect on your company or brand, you should take just a split second to think about what you’re posting? I know the first thing that pops into my head isn’t always something that I’d want to broadcast!
Here’s a little list I pulled together for corporate tweeters:
The Definitely Do Not Tweet List!
1. Don’t just use twitter as an advertising medium – it doesn’t work that way. Twitter is designed for relationship building. The most successful corporate accounts provide insights and value to the general listener.
2. Don’t complain about your colleagues or clients on Twitter. If they don’t read it someone else will tell them about it, trust me, it will get back to them!
3. Don’t get defensive about negative criticism of your company or it’s services, use the opportunity to show those listening that you care about what they think and try to resolve any issues they have.
4. Don’t post about any confidential company affairs or finances. This can get your company in a lot of trouble and will almost definitely leave you without a job.
5. Don’t publicise any private issues or jeopardise the company’s working relationships.
6. Don't #hashtag every topic. After a while, your topics will just be ignored and you will be un-followed.
7. Don't tweet about any issues you have with a co - worker or your employer or anyone else for that matter – try talking to them about it! This just makes both you and your company look really unprofessional (not to mention a tad passive aggressive!) not such a good look.
8. Don't tweet your eating habits. Seriously. Just don't do it.
9. Don’t think having an anonymous account or user profile makes any of the above okay.
And Finally...
10. Don't use completely unrelated hot topics or events solely as a PR opportunity to further your own name and social media rank and position, people will see straight through it.
To illustrate this last point, I leave you with this example, posted by the official Google Maps API twitter account, just after the news broke about the death of the ‘King of Pop’ Michael Jackson. It's a pretty insensitive attempt to use some completely unrelated news to attract people to their website, which they have since deleted:
Ever since GAP quietly introduced their new logo to the company’s web site for the first time on Monday morning, critics have been quick to voice their dislike of the new design, Twitter, Facebook and other social networking sites have been literally buzzing with reactions.
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