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Social media a fast and effective way to reach consumers

It took BP some time – Social media and the oil spill disaster – to realize that in a crisis situation, social media is the fastest and most effective way to reach consumers besides television.

BP - Deepwater Horizon
Social media a fast and effective way to reach consumers

 

A Facebook page launched by the joint U.S. and BP spill response team, how has over 12,000 followers. They have access to photos, spill-trajectory maps generated by the government, video on topics including the controlled burns by BP, and summaries of daily news briefings:

BP America’s Twitter site, has now over 2,800 followers.

“We want to ensure that we can get out information about the response to this incident and spill as rapidly and widely as possible. “Twitter is a clearly popular medium that can complement other, more traditional, communication efforts.” – David Nicholas, a BP spokesman.

BP’s critics are also active. On Facebook one site “Make BP responsible for the Gulf Coast oil spill,” has 909 followers. Another, “Speak out on the Gulf oil spill,” has 249.

BP was being hammered by critics all over the web. Could that have been mitigated? It’s hard to say given the scope and scale of this incident. It certainly couldn’t have hurt to have fans, followers and plans to communicate. Social media is a powerful crisis management tool, but only if you have been using it when you are not in crisis mode too.

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About the author
Torben Rick Torben Rick

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

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About the author
Torben Rick Torben Rick

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

View full profile

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