“The wrong people shared it” a tale of a Social Media campaign gone awry

One of the downsides with having a mother tongue spoken by 10 million people is exactly that. But I wanted to give this a try anyway because it is such a good example of Social Media and an organisation that maybe has a wee bit left to go…

It started on November 11 with a letter from the Swedish Trade Union Confederation, it’s the largest Swedish Union and very powerful Union at that and solidly leftist. No surprises there. And let it be know that I have no problems with Unions, on the contrary I have almost always been a card-carrying member. Not so much maybe in a left-wing Union, but in a Union representing me. I feel that as an employee we sometimes are the underdogs and we may need support. It’s akin to having a home insurance, you don’t need it on a daily basis but once something happens its good to have.

The Swedish Trade Union Confederation in west Sweden is vying for more members. Nothing strange with that, all organisations wants to grow. They are using their Facebook page, nothing strange there either. It’s more the way they are doing it and how they address their future members. It is an accusing text in the form of a letter saying that “Your back will never hurt. You’ve been riding on others’ all your life” after which it goes on to list the Union successes e.g. 8 hour working day, holiday etc…

However, when the letter took a national viral spin it was taken down from the Facebook page. Admittedly it was shared for the “wrong” reasons, no one agreed with the accusing approach in the text something that seemed to surprise the local Union and it was taken down because “It was shared by the Tory side” i.e. by the wrong people having the wrong political views.

And this is the crux with Social Media, we can’t control the response, what we can do is our best to use the channels we are comfortable with but we don’t know if the “wrong side” will pick it up and share it. What we also can do is to do our homework first and see to that we have all the answers for come what may. It’s called a communication strategy and it’s not sexy but it’s what makes campaigns work.

So the next time before you publish something, ask yourself “What if” your life as [Social Media] communicator will be so much easier.

You’ll find the link to the text here: http://www.dn.se/nyheter/sverige/facket-du-har-ju-ridit-pa-andras-ryggar-i-hela-ditt-liv/

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