Should advertisers fear social networks?

Facebook recently met controversy surrounding one of many anti-Islam groups. Statements on that particular group prompted a petition with over 64,000 members threatening to quit...

Facebook recently met controversy surrounding one of many anti-Islam groups. Statements on that particular group prompted a petition with over 64,000 members threatening to quit Facebook if the group wasn’t deleted. Mashable.com and other sites report that the group was made inaccessible by Facebook. However, the link is still live, and I found another group with the same title, language, and picture. About a year ago, MySpace faced a similar situation to that of Facebook, with its “F**ck the Troops” group.

In the past, consumer boycotts and petitions have threatened advertisers. What are the pitfalls companies risk in doing business with social networks? How can PR firms assuage their clients' fears of getting involved with social network sites? Is anyone doing work on Facebook or another social network who wants to comment?

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