Teachable Moment in #Rogers1Number bashtag epic #fail – Tipping point? Will @RogersKeith and Rogers actually change or just listen and ignore?

Saturday, 17 March, 2012

TorStar, Globe and Mail, and Techvibes have all reported on the #Rogers1Number (live search) epic #fail promoted hashtag turned bashtag (a term coined in the #McDStories campaign).

I am going to dispense some advices (my brand of poison, borrowing a phrase from a friend) and try to turn this epic #fail into a potentially valuable teachable moment for Rogers and us all. Feel free to share your thoughts in the moderated comments.

1) Twitter promoted hashtag/bashtag

If the epic #fail #Rogers1Number and #McDStories campaigns have taught us anything, it is that these promoted hashtags can get out of control, can be risky, and can lead to destructive unintended consequences. You know what, the companies promoting the hashtag will also be paying for these bashtags!

Yes, the companies are literally paying to get bad press! The companies are paying to let the world know how dissatisfied their customers, ex-customers, potential customers feel about them.

NOTE 1: Not all hashtags are bad. I think the organically “grow” hashtag from some greatly loved companies can be possibly useful. But even then, company encouraged, sponsored, or paid hashtags can still become lightning rods for unhappy customers or people with complains. So use hashtags with extreme caution like holding a lightning rod in a stormy area.

2) Sample #Rogers1Number tweets:

I’ve spent some time to find some sample tweets and I try to check to ensure the tweets are not from troll accounts newly created just to bash Rogers.

– “The saddest part of the #Rogers1Number backlash is nothing will change, #Rogers will learn nothing and customer will still get poor service.” (via Twitter)

– “I’m really loving reading all the nasty backlash at#Rogers it’s making my night, keep it up guys they’re paying per tweet! #rogers1number” (via Twitter)

– “When I call Rogers to resolve an issue two more magically appear #rogers1number They can’t get one thing right” (via Twitter)

– “#Rogers1Number “We’re in social media to listen”. Right. Not to change. Just to listen. Hear this: Shitty PR stunts can kill a company fast” (via Twitter)

– “.@RogersKeith Rogers deems data so valuable u charge $2/GB when I go OVER. Why not get credit when I stay UNDER monthly max? #Rogers1Number” (via Twitter)

– “The #Rogers1Number fiasco. Let’s see if this even change something.” (via Twitter) Read the rest of this entry »


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