Fail to understand the power of social media

Fail to understand the power of social media

Intel was attacked by activists

Intel was attacked by activists opposed to minerals mining in the Congo inundated Intel’s Facebook page.

Intel Facebook - Intel was attacked by activists

They wanted Intel to pledge its support for a congressional bill that would restrict the import of “conflict minerals” that contribute to fighting in the war-torn country. Intel is among the biggest manufacturers in the electronics industry, which is highly reliant on a range of minerals.

In the beginning, supporters of the bill dominated the discussion on Intel’s Facebook page, with dozens of critical comments – many of them identical. It was all part of a grassroots campaign using Facebook in a new way to get support for the bipartisan Conflict Minerals Trade Act that is making its way through Congress. The bill would regulate the global trade in conflict minerals that has fueled years of civil wars in which more than 5 million people have died in the Congo. These conflicts feature rape as a war weapon and some of the most horrific mass atrocities the world has ever seen.

Intel shut off discussion on its Facebook page and told its audience:

Intel Facebook closing

Closing comments set off howls of protest and Intel had to apologize:

Fail to understand the power of social media - Intel Facebook sorry

It turns out that even a high tech company like Intel can fail to understand the power of social media in the hands of activists.

Businesses that focus only on implementing social media technologies rather than on how to use social collaboration for business success often fail.

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Fail to understand the power of social media — http://www.torbenrick.eu/t/r/otz

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About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany and Switzerland.

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