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Posts Tagged ‘negative’

Making negative WOM work for you…?

Wednesday, March 4th, 2009

I discussed the benefits of Skittles’s new social home page on Monday. But the risk they ran by highlighting brand conversation on Twitter, where they have no moderation rights, has become the greatest talking point; the pile up of competitors, spammers and general pranksters skewing the WOM proved just too much to bear.

So it’s interesting to see a brand turn the Skittles model on its head, by tapping into negative word of mouth in a positive way. Online accounting service LessAccounting have set up We All Hate Quickbooks, a feed aggregating conversation about their rival which ‘inspired them to develop’ their own, better platform. Warm and fuzzy inclusive social brand positioning? No. Ruthlessly clever, effective and downright irresistable use of social media? Absolutely…

But the feed doesn’t fit with the actual Twitter feed, so is there a certain amount of engineering going on here? Are these all genuine consumers? It just goes to show that either way, Twitter can be a dangerous and not entirely trustworthy tool for companies to use for their own ends…