Taking shelter from the Twitterstorm

The term ‘Twitterstorm’ is fairly regularly used now in the media, describing an event when hundreds of Twitter Tweets (140 character messages) are sent by individuals at the same time on a particular topic. This has become the way for the online generation to express their opinions. It can be in response to a comment in a newspaper, a consumer product issue, controversial advertising campaign – in fact, pretty much anything.

PR agencies , especially in the digital PR space, are aware just how quickly public opinion can be shared using the web and the rapid impact (positive or negative) it can have on the brand reputation of their clients’ products or services.

What’s interesting is that the legal system has not yet caught up with regulating this type of activity. Protection for brands in the event of a negative Twitterstorm is not yet available from the law.

So it is increasingly important for brands and their marketing and PR agencies to monitor the web for feedback – positive and negative. Web 2.0 provides the most amazing opportunity for brands and their audiences to engage – providing direct feedback and enabling brands to hear what the end user sees as being positive / negative about the products and services they offer. It is essential that brands listen and learn from this valuable insight.

No matter the tone of the consumer feedback, it is important for brands to acknowledge the input. It could mean the difference between the success or failure of the product or service. Also, if a consumer has taken the time to provide comment, it should be acknowledged.

Web 2.0 is all about engagement and that involves both parties – brands and consumers.

Are Twitterstorms going to be the only future forum for expressing public opinion? That’s a space to watch. However, until regulation catches up with technology developments, brands must remember that Twitter and the web are powerful communication tools available to the widest possible audience. For brands, this could be the biggest opportunity or threat, depending on whether they engage now or decide to wait and see. No matter what approach they decide to take – listening right now is an immediate priority to ensure they are prepared for potential bad weather ahead.