Diane Hessan, CEO of Communispace, interviewed by Ad Age

  • 22 Apr 2009 10:32 AM
    Message # 154108

    Using Social Media to Listen to Consumers
    A Vocal Few Don’t Represent the Majority but Could Signify a Larger Issue

    by Abbey Klaassen
    Published: March 30, 2009

    NEW YORK (AdAge.com) -- If the social-media sphere attacks your brand, do “real people” hear the screams? Not likely, according to surveys that indicate marketers shouldn’t rush to quiet every micro-outrage that sweeps across the web.

    Last fall, Johnson & Johnson’s Motrin broke creative of a mom complaining that wearing your baby “in fashion,” via a sling, can cause back and neck pain. It offended some in the social-media sphere, and an army of Twittering moms got the brand to yank the ad and issue a mea culpa on its site. But, according to a Lightspeed Research survey, almost 90% of women had never seen the ad. Once they saw it, about 45% liked the video, 41% had no feelings about it, and 15% didn’t like it. Even fewer, 8%, said it negatively affected their feelings of the brand, compared with the 32% who said it made them like the brand more. Was Motrin’s decision to yank the ad and apologize the right one -- even if it made the problem go away?

    Click HERE to download a PDF of the full white paper

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