Social Media Has Scared Brands Into Doing The Right Thing: Edelman’s Social Media Creative

Young businesswoman overcome by fear in an office.
Emma Mackenzie
By Emma Mackenzie
SHARE
THIS



If a brand does something wrong on social media, users of Twitter, Facebook and Instagram are quick to lambast the company with the wrath of a thousand suns.

Radio duo Hughesy and Kate recently told B&T the onslaught of social media has many terrified to say what they really think, for fear of having a differing opinion. However Pauline Linton, social media creative at PR agency Edelman reckons it’s actually forced brands to do the right thing.

No longer can big brands hide behind their corporations and C-suite of bosses, and the transparency critical now has many brands cowering.

“Social media has forced them more to listen, and so instead of brands traditionally thinking about what they want to say, social media has forced them to listen to what the community is saying,” Linton told B&T.

“To that end, it’s forced brands to be a lot more transparent which has kind of made brands scared into doing the right thing. As a brand, you’re so much more exposed on social media.”

It’s what Linton says Edelman’s tells its clients all the time. Social media gives brands the chance to say what they really want the public to know, rather than what they think the public wants to hear.

And if a brand isn’t willing to tackle the tough questions posed by customers on social media, why on earth are they on in it the first place?

Echoing this thought is DDB Melbourne’s managing director, Dion Appel.

“Social media is a platform for 24/7 engagement. And, just like any conversation in the morning, noon or night, brands need to be prepared to talk about the good, the bad and the ugly,” he said.

“The more honest the brand is, the more people will listen. If people have valid opinions, brands should respond with transparency. If people are hating on the brand then respond with positive conviction.

“Brand tone and personality is key in social media as the platform has largely been born out of need for people to communicate. Brand’s need to humanise to engage relevantly.”

From a societal perspective however, Edelman’s Linton doesn’t believe the public shies away from social media at all. In fact, she believes it’s forcing people to be confident in what we say and to stand by our opinions.

“A lot of our clients, if they have something provocative…if they are willing to back themselves and are really confident in their position, then we say ‘by all means, say what you actually think’.”

Please login with linkedin to comment

Advertising Standards Bureau magazine publishers australia mpa SapientNitro The Smith Family VML Sydney

Latest News

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

Recommended

by B&T Magazine

B&T Magazine