Social Media Outcry Rings Loud for Rogers
Its been proven time and time again that social media is a collective voice, that when properly motivated can move mountains in the offline world.
In this instance, it was Rogers Communications that listened to their audience and kicked into swift action. They dropped sponsorship of a Chris Brown concert, based on the social media response.
The outcry was in response to Brown being sentenced to five years probation and six months of community service in 2009.
Vocal opponents took to Facebook and Twitter; the usual suspects when things of this nature happen.
Rogers did the right thing in ensuring their audience was heard. If Rogers had stood pat, there could have been ramifications to their brand and the bottom line.
The point for digital marketers to you have to listen and act. It’s ideal to be proactive, but it’s also important to listen. You can’t always assume how users are going to react to something.
You also have to be careful not to act too late, or your audiences may get upset. The online world works at the speed of a click of a button, and you have to be very on the ball to appease audiences.
Rogers proved there’s value in being reactive if it’s done right.