The Dark Side of Social Media: Bad Ideas

Leigh Ann Doyle

Bad Ideas

The use of Influence measures debateBad Social Media CampaignsInfluence on Children

“The paradox of influence is that those who have it can easily get more, and those that lack it struggle to gain momentum.”

Soap Box

Popularity

Virality

Social Influence: Good or a bad thing?

To measure it or not?“However, I believe all influence measurements ultimately result in a number of “false positives,” where someone may be deemed influential numerically, but a review of their content reveals nothing truly worthwhile.” (social media club DC)“a subjective value judgment on what is and is not worthwhile to post on firewalled social networks.” (social media club DC)it’s important to remember that digital communities often don’t exist in a vacuum

Real world effects

Who decides what is really influential?

Negative Effects“People become less willing to help their colleagues unless they get "likes" for it (Incentives)More time is spent on identifying and sharing interesting, but ultimately non-work related things to increase their "influence" at the expense of their actual workPeople may actually become less likely to comment and like other people's content because they don't want others to get higher scores than they do#TeamFollowBack appears on internal networksPosts that lower the barrier that actually create the sense of community disappear because they don't positively impact influencer ratings, meaning fewer and fewer people feel comfortable sharing anythingPeople will game the system and quickly figure out which types of posts result in the higher influencer scoresLeadership becomes even less engaged because hey, why waste time actually talking to people when I can just look at the ol' leaderboard to determine who mattersCriticisms, often the most valuable posts of internal social networks, would disappear as there would be no incentive to comment or like those posts, much less make them yourself”

http://steveradick.com/2012/07/19/klout-for-enterprise-2-0-networks-is-a-bad-idea/

Social Media Campaigns: Bad Ideas

Forgetting to un-schedule tweets (posts) when something changesAsking for influence/approaching influencers Automated ResponsesBackfired ideas

Bad IdeasFacebook: Nikon says cameras take photos, not peopleDr. Pepper status updates (UK)Twitter:McDonald’s : #McDStoriesToyota: #CamryEffect

Toyota’s BAD IDEA

Advertising Agency campaign to reach young men about the Matrix vehicleSolicit a potential buyer to “single out a friend who would be the target of a prank”$10 million lawsuitToyota’s defense: gave “her permission to receive campaign e-mails and other communications from Toyota”

Bad Ideas and KidsFacebook: “…record with teenagers doesn’t demonstrate that it’s a good place for younger kids to grow up.”

Cyber bullying“…youngsters lack the ability to communicate or concentrate away from their screens.”“Teens who use Facebook more often show more narcissistic tendencies while young adults who have a strong Facebook presence show more signs of other psychological disorders, including antisocial behaviors, mania and aggressive tendencies.”Influenced to make more bad decisions

“….publicly discuss risky health behavior, a phenomenon that was less frequent among teens who displayed information about other interests”“…how that display may impact attitudes and behaviors towards engaging in health risk behaviors such as alcohol use or sexual behavior.”

Works CitedDIG: Social Media Marketing, by Tracy L. Huten and Michael R. Solomon, Published by Pearson page 107http://steveradick.com/2012/07/19/klout-for-enterprise-2-0-networks-is-a-bad-idea/http://www.socialmediaclubdc.org/2012/07/enterprise-social-networks-performance-reviews-and-company-culture/http://goinswriter.com/networking-etiquette/http://www.istrategyconference.com/blog/?category=Social-Media&title=4-Embarrassing-Social-Media-Campaigns-Gone-Wrong&pid=803http://management.fortune.cnn.com/2012/01/31/why-mcdonalds-should-have-known-better/http://www.slate.com/articles/technology/bulle/2012/06/kids_on_facebook_why_the_social_network_shouldn_t_be_allowed_to_sign_up_preteens_.htmlhttp://www.dailymail.co.uk/news/article-1153583/Social-websites-harm-childrens-brains-Chilling-warning-parents-neuroscientist.htmlhttp://www.apa.org/news/press/releases/2011/08/social-kids.aspxhttp://www.pediatrics.wisc.edu/featured-stories/social-media.htmlhttp://pewinternet.org/Press-Releases/2011/Teens-and-social-media.aspxhttp://futureofchildren.org/futureofchildren/publications/docs/18_01_FullJournal.pdfhttp://blog.marginmedia.com.au/Our-Blog/bid/79743/5-Examples-of-Social-Media-Marketing-Gone-Bad

Works Cited: Photoshttp://www.google.com/imgres?q=%23mcDstories&um=1&hl=en&biw=1680&bih=905&tbm=isch&tbnid=TrhIgD-87YHVBM:&imgrefurl=http://www.metro.us/newyork/life/article/1079343--mcdstories-mcdonald-s-gets-fried-in-marketing-backfire&docid=NTSBV0dBEzvhGM&imgurl=http://media.metronews.topscms.com/images/87/a1/8a733123448c95c777a3013c2af1.png&w=400&h=300&ei=aUeYUOvgCYfF0AGS6oCQBA&zoom=1&iact=hc&vpx=444&vpy=299&dur=17353&hovh=194&hovw=259&tx=198&ty=137&sig=112506520850870575100&page=1&tbnh=136&tbnw=182&start=0&ndsp=34&ved=1t:429,r:8,s:0,i:92http://www.google.com/imgres?q=bad+ideas+for+social+media+campaigns&um=1&hl=en&biw=1680&bih=905&tbm=isch&tbnid=MK0mGEM_Iut2YM:&imgrefurl=http://www.v3im.com/2012/01/sopa-blackout-how-to-back-up-your-social-media-account-data/&docid=tu-Hpe21mHRFiM&imgurl=http://www.v3im.com/wp-content/uploads/2012/01/PlanBSign.jpg&w=900&h=596&ei=CEiYUProIebp0gGinIGoCg&zoom=1&iact=hc&vpx=312&vpy=281&dur=1241&hovh=183&hovw=276&tx=170&ty=85&sig=112506520850870575100&page=1&tbnh=153&tbnw=216&start=0&ndsp=36&ved=1t:429,r:8,s:0,i:92http://www.google.com/imgres?q=Toyota+punk%27d+social+media&um=1&hl=en&biw=1680&bih=905&tbm=isch&tbnid=Gsza2bxTHHNhNM:&imgrefurl=http://thehitboard.com/category/uncategorized/&docid=mQLg1qJzed6jeM&imgurl=http://upload.wikimedia.org/wikipedia/en/1/11/Punk%2527d_logo.jpg&w=512&h=384&ei=RUiYUNvHPI2s0AHo94GwBA&zoom=1&iact=hc&vpx=180&vpy=147&dur=4473&hovh=194&hovw=259&tx=166&ty=102&sig=112506520850870575100&page=1&tbnh=133&tbnw=182&start=0&ndsp=34&ved=1t:429,r:0,s:0,i:68http://www.google.com/imgres?um=1&hl=en&sa=N&tbo=d&biw=1440&bih=787&tbm=isch&tbnid=sFqqaiPe0CnoxM:&imgrefurl=http://www.shapingyouth.org/best-practices-for-kids%25E2%2580%2599-social-media-profile-settings/&docid=cdZ4rRD7pM68TM&imgurl=http://www.shapingyouth.org/blog/wp-content/uploads/2008/04/teen-computer.jpg&w=400&h=300&ei=efeZUK6QDO6x0QHzv4GoAg&zoom=1&iact=hc&vpx=2&vpy=150&dur=504&hovh=194&hovw=259&tx=187&ty=76&sig=102285964806810621452&page=1&tbnh=139&tbnw=186&start=0&ndsp=30&ved=1t:429,r:0,s:0,i:75http://www.google.com/imgres?um=1&hl=en&sa=N&tbo=d&biw=1440&bih=787&tbm=isch&tbnid=kJnv-70540kgEM:&imgrefurl=http://kiwicommons.com/index.php%3Fp%3D9149%26tag%3D9149&docid=CsCj3MStWVY15M&imgurl=http://kiwicommons.com/wp-content/uploads/2011/11/weekly-roundup-cyberbully.jpg&w=600&h=400&ei=xPeZUN7pJ-nm0gH2moH4Bg&zoom=1&iact=hc&vpx=638&vpy=267&dur=173&hovh=183&hovw=275&tx=106&ty=115&sig=102285964806810621452&page=2&tbnh=125&tbnw=196&start=30&ndsp=38&ved=1t:429,r:45,s:20,i:276http://www.google.com/imgres?um=1&hl=en&sa=N&tbo=d&biw=1440&bih=787&tbm=isch&tbnid=0X6xrMAzGqu7SM:&imgrefurl=http://www.pewinternet.org/Reports/2011/Teens-and-social-media/Part-4/Dos-and-donts-of-online-behavior.aspx&docid=GxeE_sEMGOpHDM&imgurl=http://www.pewinternet.org/~/media/Infographics/Report%252520Infographics/2011/28%252520-%252520Teens/01%252520Internet%252520adoption%252520over%252520time.jpg&w=507&h=488&ei=xPeZUN7pJ-nm0gH2moH4Bg&zoom=1&iact=hc&vpx=588&vpy=119&dur=4224&hovh=220&hovw=229&tx=129&ty=101&sig=102285964806810621452&page=2&tbnh=144&tbnw=149&start=30&ndsp=38&ved=1t:429,r:22,s:20,i:207http://www.google.com/imgres?um=1&hl=en&tbo=d&biw=1440&bih=787&tbm=isch&tbnid=dkTQpxPf3IhotM:&imgrefurl=http://alizul2.blogspot.com/2012_10_01_archive.html&docid=b9mvgHakIb2WQM&imgurl=http://lh6.ggpht.com/-TCH0vvI4fG0/UJE_KoBOJ7I/AAAAAAAAlHw/rq1j92dFh7U/New%2525252520Picture%252525252018%252525255B4%252525255D.jpg&w=512&h=270&ei=ZvuZUKekAqbx0gH54IDoBg&zoom=1&iact=hc&vpx=800&vpy=160&dur=1615&hovh=163&hovw=309&tx=149&ty=116&sig=102285964806810621452&page=1&tbnh=128&tbnw=270&start=0&ndsp=36&ved=1t:429,r:4,s:0,i:84http://www.bitrebels.com/social/make-sure-your-social-media-campaign-is-on-track-infographic/