Brand Learnings From Kylie Jenner’s (Now Infamous) Tweet on Snapchat
In this guest post, Meltwater regional director, David Hickey (pictured below), examines last week’s tweet from Kylie Jenner that caused Snapchat’s share price to plummet $1.7 billion and asks, could it happen to your brand, too?
Does one social post have the power to ruin your company’s reputation?
A couple of weeks ago a single Tweet from Kylie Jenner saw Snapchat’s falling share price swipe $A1.7 billion off its market value, and while this can’t be said of every post shared online, social media clearly has the potential to damage a brand’s reputation in a matter of seconds.
Today companies are so focused on internal data and sales performance, they forget to look outwards frequently enough. This means they’re not paying enough attention to the customers and media influencers who ultimately have the power to determine whether their business remains successful.
The internet isn’t new but its power is yet to be fully realised. We live in a new digital reality where everyone — including your competitors — are leaving online breadcrumbs. For businesses, this external information has the power to fully transform the way it operates, informing strategy and allowing for a more forward-focused approach. Gone are the days where consumer feedback could be swept under the rug and only viewed by internal parties. Consumers have found their voice, and the power of one post can be amplified by millions around the world. This is the information brands should be mining. And if you’re not, there’s a chance that something could blow up. So where should you start?
Stop, participate and listen
The reality of the world we’re living in is that the power of social media has never been stronger — but it isn’t all bad. One post does have the potential to ruin a brand’s reputation, but it also has the potential to save it. Brands should be continually monitoring online conversations to ensure it can act quickly and respond to consumer concerns in a timely manner.
Mining the treasure trove of external information out there will allow you to better understand your customers, your competitors and the wider market, as well as where the opportunities are for your business so you can act upon them before your competitors do.
Have a plan in place and respond sooner rather than later
In the case of Jenner’s Tweet, her public profile and large following certainly allowed her message to be quickly disseminated. But there was already a wider issue happening here, resulting in the post spreading like wildfire. Snapchat’s updates caused a range of controversy online, including a change.org petition attracting over 1.2 million signatures online requesting the platform be changed back to an older version. If not dealt with appropriately, this negative response, could see a long term decline in user engagement and ultimately result in a reduction in advertising spending by brands.
Snapchat isn’t the first brand to come under fire on social media and it won’t be the last. Earlier this month fashion brand Guess saw a 17 per cent drop in shares after a Tweet by Kate Upton called out the company’s failure to address sexual allegation surrounding an employee. The accused Guess Co-founder Paul Marciano has temporarily relinquished his pay and day-to-day responsibilities while the allegations are investigated by the high-end fashion brand. Marciano has also lost $52.8 million from his stake of about 12.7 million in company shares, and Guess’ market value has fallen $302.9 million, and now resting at around $1.35 billion.
Containing a crisis in a digital age helps when you can see the wave of criticism coming. So look outside your four walls to the reams of data out there, so you’re able to track it and stay ahead of a situation. Having a plan in place will allow you to react quickly and without hesitation, potentially reducing the amount of reputational damage.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.