While it was not the main focus of the programme, the Direct Marketing Association turned to its PR agency Eulogy to develop a social media strategy to respond to negative or unbalanced claims that might surface.
Eulogy’s MD Lara Leventhal said the campaign was part of the DMA’s ‘dogged determination’ to be a more proactive trade body.
Using the Twitter hashtage #panoramamail, members of the DMA and Eulogy staff tweeted during the show to respond to claims and positively support the advertising mail industry.
Official Twitter data showed that the social media efforts reached 47,908 people via 574 tweets commenting on the show. Much of the debate on the social network discussed the programme’s ‘misleading’ evidence that failed to distinguish between the illegal practice of ‘scam mail’ and ‘advertising mail’.
Commenting during the programme, Eulogy founder Adrian Brady tweeted: ‘Scam mail is disgusting and should be addressed but not with a misleading Panorama programme muddling the issue. #panoramamail’.
DMA UK’s official Twitter feed commented: ‘Scam mail is obviously illegal and plainly wrong, so should be stopped. No dispute there... #panoramamail’.
Eulogy’s feed said: ‘This is two programmes cobbled together. Two very different issues. Scam mail is NOT advertising mail. #panoramamail’.
Twitter user Richard Lloyd claimed: ‘#Panoramamail missed the chance to have a balanced view all said and done poor effort’.