BP’s Instant Crisis

Posted by admin | Uncategorized | Tuesday 27 July 2010 5:26 pm

The example of the month for Internet reputation management problems is British Petroleum. Their massive oil spill off the coast of New Orleans, an already-embattled city in a struggling state, has caused a reputation problem the likes of which have not been seen since Enron.

Live video feeds of the spill and constant, accurate updates have created a maelstrom of anti-BP commentators and a staunch base of concerned citizens. The brand has taken a beating from angry individuals, influential opinion leaders and, notably, the satirical spoof Twitter account @BPGlobalPR, whose administrator offers gems such as: “Free speech is an American thing. We’re a British company. You do the math.”

That this spoof account has almost 184 000 followers, which is more than 10 times those following the real BP Twitter account, @BP_America, is an apt illustration of the power of the speeding bullet that is social media. This bullet seems to have pierced the heart of BP’s share price, which has plummeted by tens of billions of US dollars. The cost of responding to the crisis promises to generate similar losses.

All of this instant-reaction style social media means one thing: That an online reputation crisis can spread to a global scale in a matter of hours.

http://www.bizcommunity.com/Article/196/18/49744.html

Negative Publicity online can immediately hurt a company's profitability. Reputation Hawk specializes in suppressing unwanted publicity.

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