Can & should brands auto-tweet in a crisis??

If you are in marketing or PR, there’s no doubt you will know Guy Kawasaki.. and there is a probability that you even are an ardent follower of the man…  He is known to be stirring up controversies to stay in the limelight, and also is seen as someone who is brash and opinionated as to how things must be done in the social media.

The latest on him is this – after the tragedy that stuck the Boston Marathon, his twitter handles has continued to churn out promotional content, and by a whole lot of people and marketers, this was seen to be crass, and being indifferent to the feelings of a nation!

Enough is now being written on how is twitter handle is automated for sending out the promotions and how it is proxy operated.

One of the pieces on this behavior was well articulated at Ragan, and the article made no qualms in hitting out at the Guy style of promotion, in an hour of sorrow and grief….

You may wish to see that here…. http://www.ragan.com/Main/Articles/Guy_Kawasaki_is_too_popular_to_stop_autotweets_dur_46547.aspx#

There can be no doubt that churning out brand and marketing content on social media, ought to be calibrated according to the time and context of events, in the flow of  current affairs across the globe.

Even contemporary marketing and PR weapons like ‘newsjacking’ are meant to be used in the right sense and context, taking into considerations the sensitivity of viewers and readers all over the social media world, just a reflection of the real world.

Branding, PR and marketing using the potent social media tools, are not acts in silos and isolation, but a symphony with people feelings and perceptions interwoven into it.

Looks like for all his marketing wisdom, Guy Kawasaki and his likes have not got that right.  Or is it just brand ‘arrogance’?

Of terror, color and communication!

Yet again, there has been a terror strike in the capital city of the Indian state of Andhra Pradesh – Hyderabad.

As always, the ruling government and its leaders have in their ‘usual’ language condemned the act of terror with the usual vocabulary meant for such occasions – a dastardly act, an act of terror, an attack on the Indian democracy etc.

For those who observe such incidents – now happening with an alarming regularity  in India – it’s a sad and tragic sense of deja vu, that comes to haunt this country and its people again, and always.

Terrorism by the extremist elements who are against resolution of their grievances through democratic ways and means, is no less a grave problem that faces a country like India, given its history, and geo-political fit.

But more than that, what may continue to inspire such elements in continuing their thirst for blood and such inhuman acts is not just the actions by those in power.

It is equally inspired (with hesitation, one could use the world emboldened) by the confusion in communication or communication strategy by those who hold power.

The moment the unequivocal message from the ruling class is – we will not tolerate (the words in their truest sense) such acts, by whomsoever doing this – there will be a strong deterrent by the terror outfits – making them think that their ‘jehadi’ acts will not work.

Contrary to that, the communication strategy by the government is being carefully ambiguous – more keen to assuage the feeling of some sections of the society where some of these elements may belong to.

Add  to that, the new tendency of the rulers to use colors to depict the kind of terror – red, blue, green and what not.  Lack of assertiveness and conviction in articulating – with the message “irrespective of who, belonging to where” attack people in the name of religion, had clearly given more courage to such attackers, their supporters, the communities in question, and whoever give those people safe haven.

Terrorism breeds in a climate where the right words – not just verbal condemnation and routine drab statements – are used by the government and state/central administration.

Add to this the coloring attempts based on vote bank convenience – if your terror is of a certain color, then there are a hundred other factors to be seen before the right punishment is meted out…  and you keep making a perennial cocktail in which innocents lose life, and the perpetrators continue to do so at will.

In handling terrorism, and the terror elements, the choice of words matter as much as the deeds, by those holding office.

Here is a simple yet powerful example – post 9/11, President Bush said “We will make no distinction between the terrorists who committed these acts and those who harbor them.. we will hunt them down, in whichever corner of the world they may be”.

In contrast, immediately after the attacks yesterday evening in Hyderabad, India, Dr Singh Indian PM said “”The guilty will not go unpunished.”

Its so much different from “the guilty, whomsoever, will be punished quickly.” What plays in the choice of words is not the conviction to act, but what fallout usage of tough words will cause.

To take terror and its roots head on, the country and its administration first need to communicate with power and conviction.

The right actions by all concerned will be a natural fall-out.

Ambiguity in whether to really deal with such acts (color depending) will be a good recipe for empowering rogue elements.