05 Jan '12, 10am

This is what a social media #fail looks like: 800+ comments and no response from @VW. Pic: #vwfail

This is what a social media #fail looks like: 800+ comments and no response from @VW. Pic: #vwfail

What I love about social media is that you can’t fake it. For all the hundreds of millions of dollars companies like Volkswagen pump into their advertising machines (for VW it’s a cool £1.5bn every year) they can’t crack social media. And that’s down to one simple reason: they fear honesty. For a company like Volkswagen, whose dangerous anti-climate policies are hidden far beneath its cool adverts and smart reputation, truth is something to be feared. Truth wasn’t a threat when you only communicated with your audience through the one-way media of TV, radio or print. Back then it was easy to craft an image of a shiny green company and pay for that lie to be plastered everywhere. In the social media world the reality is different. To engage their audiences, companies like Volkswagen want to talk to you, joke with you, and supposedly listen to you. It’s the digital equivalent...

Full article: http://www.greenpeace.org.uk/blog/climate/vw-what-social-...

Tweets

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