eMobs and “Corporate Bashing” - Literally.
A while back I watched as Diane Sawyer or Robin Roberts, I forget who, report on how a disgruntled Comcast customer stormed into the local satellite office and smashed up the receptionist’s desk with a hammer.
Why and how this crazed display of consumer frustration made national news? Good question. The answer is eMob.
An eMob is a group of “online identities” that get riled-up about whatever subject and post tons of comments about how they agree or disagree with a subject.
Apparently, a number of customers are having issues with Comcast and have created online support groups including www.ComcastMustDie.com - How funny. ABC and Good Morning America producers have turned it into national news.
On ComcastMustDie.com “Identities” can post comments and criticisms and there is even a field to input your custom
er account number just incase Comcast reps feel like rectifying a complaint.
You may be wondering why I call them “identities.” Here’s my reasoning. There is a degree of anonymity when posting your opinions online under the guise of a pseudonym.
My issue with this is that while these eMobs may have huge numbers of online supporters, when it comes to taking action more proactive than typing a strongly worded comment, eMobs fall flat.
The Good News for PR Managers: Companies have taken notice of the “bashing blogs” and frequently scan the net looking for ways to improve their customer relations.
So my advice to you, PR department, would be to take a gander at what is being said about your company online. You may be surprised at what you find and may even find out what issues your next corporate PR campaign should address.
Technorati Tags: Comcast, Emobs, Public Relations, Beneath the Brand, Kelliann McDonald
Filed under: Marketing Trends, Miscellaneous, Strategy
You’re absolutely right about companies trying to improve their relationships via blog postings. I wrote a blog criticizing Dell recently, someone from Dell actually left a brief comment.
I guess if you have any sort of readership, they take your comments seriously, or at least have someone to pretend like it’s taken seriously.
Another issue that is beginning to be prevalent is the rise of ‘fake’ blogs hosted and created by the companies themselves. They require their employees to post comments, undoubtedly positive… it’s kind of underhanded if you ask me.