goutube+

Like YouTube? Got Google+? If the answer to those questions is yes and no respectively then you have a slight problem. You see, the thing is that until recently, although it was convenient to have both a Google+ and YouTube account that are connected, it was not mandatory. However, now thanks to the new commenting system on YouTube you will now need a Google+ account.

Since its creation back in 2011 the social media arm of Google, Google+ has been steadily consolidating itself as vital to use other company products. It began when Google+ became essential to possess a Gmail account, then it unified Gchat with the social media site. Now obviously there are plenty of other E-mail providers out there and a whole host of messengers so there’s no big deal, you have options. However, how many other video sharing services match up to YouTube? Answer is simple, folks, let’s be honest there are none comparable. So, because you now will need a Google+ account to comment on YouTube videos you really have no other choice. You can of course still watch the videos but you just can’t have your say without a G+ account to do so from.

I have to say it’s a little bit unfair, but what the hell, you don’t have to actually use Google+, just sign up for an account. I have had mine for ages and really don’t use it for anything at all. It’s a small price to pay when you consider it to retain the ability to comment on YouTube videos. Remember, though, if you’re a complete jerkface, your comments will now be forced down the lists.

9/11 brand stress

Today marks one week since September 11 2013, and also one week and 12 years since the horrific terrorist attacks. Most of us would remember that day as a day of reflection and remembrance (perhaps you lost someone close) or just let it serve as a reminder of the small world world we now all collectively share. 

However some brands do not.

They see this day more as a opportunity to promote their cause and their brand, but needless to say this not an opportunity to market your business!

If you run a business, it’s tempting to use “current events and trends” to market your company. Everyone is talking about the power going out at the Super Bowl? Miley Cyrus twerking is going viral? You’ll look dumb, but feel free to share that pointless video of your employees twerking at a meeting! Now; It’s the 12th anniversary of the terrorist attacks? Well just… leave our thinking behind.

Here is a small collection of what the last week produced of people exploiting 9/11 to promote their brand:

I'm sure there's ways to promote your horses with out the Twin Tower sky line

(and potentially harming the animal).

AT&T is one of the worlds largest cellphone providers and should simply know better. 

Mr. Trump has always been known for having a great ego, but making peace over 9/11 is a bit much.

Charitability #1

Charitability #2

They couldn't have remembered with out promoting?

Speaking of remembering, remember how Kobe Bryant tied into 9/11? Neither do I...

Ford Shows Social Humility

In end of March this year creative agency in India mocked up some ads featuring risque content and using Ford branding. The “rogue group” were attempting to have some fun and show off their creative talents. What they didn’t expect was the backlash. By using unauthorized Ford branding and putting these three ads online, the ad agency was opening themselves up to a full-on Global response from Ford. The ads went viral and began to spread across the web and controversy exploded.

The ad, in which former Italian PM Silvio Berlusconi is shown with a bunch of gagged and crying women in the trunk of his car, was never meant to see the light of day and was made mostly as a spoof. However it somehow leaked to the Internet, and as we all know even though it never ran in paid media, once something's on the Internet, the damage has been done.
Scott Monty, Ford’s Global Head of Social Media, saw the article on Business Week right before boarding a plane in Europe. Their Asia-Pacific office was tasked with handling the fallout and subsequent buyer comments. Ford quickly issued an apology for the ad stating: 

“We deeply regret this incident and agree with our agency partners that it should have never happened. The posters are contrary to the standards of professionalism and decency within Ford and our agency partners. Together with our partners, we are reviewing approval and oversight processes to help ensure nothing like this ever happens again.”

Thanks to a quick, honest and humble reaction Fords reputation was saved. Monty credits a well-integrated team and a globally coordinated effort paired with an excellent social media monitoring system for successfully staying in front of this potential crisis. For smaller companies, the lesson is to monitor your social media carefully and make sure you have a competent social media team involved before anything happens so you’re ready to handle it.