The Internet is a great place, we all know this. However, like any massive playground where mob rule will undoubtedly apply if you screw up, there is NEVER a guarantee that people will play nicely, follow rules or indeed do what you want them to. That means that, if you’re trying to exploit any section within that playground, you need to do your homework REALLY carefully. Twitter’s been making new strides into ‘selling’ their marketplace this year, after disappointing previous attempts to find consistent ways of making money from the platform. Their latest adventure, on paper, looked like it might have some merit.
For most ‘normal’ users, bots are annoying and frustrating things in your timeline, but now they’ve being used to ‘sell’ products through the wonders of interactivity. The concept’s sound enough: create a personal enough experience and people will engage with your campaign, and might end up buying the product as a result. What’s far more likely however, is that people will find a way to exploit your bot and make the company (and your lack of thought plus understanding of the marketplace) appear enormously stupid. This is exactly what happened to a multinational last week. On reflection, they really should have seen the issue coming.
Sabotage is not the right word here, NetImperative. I really doubt this was individuals approaching a promotion with the agenda of conscious destruction. Walkers allowed people to upload photographs, assuming people would only want to use their own image as a ‘selfie.’ There were no checks and balances that pictures being provided were suitable. Using images of convicted criminals is what will happen when people grasp you didn’t think through the consequences as a company, and the Internet decides to show up your stupidity.
I find it increasingly frustrating how the Internet is portrayed as the enemy by people who don’t grasp the first clue about how it works. Politicians assuming that this is where extremism happens don’t grasp that terrorism isn’t just undertaken by one easily identifiable group of individuals. If all you see is isolated, unrelated problems having single solutions, that the only way to fight to be right is to defeat those that are wrong… it is like the arguments I have with my kids. They don’t do subtle: I either told them to do it or I didn’t, asking them to consider subtlety is largely lost. However, on platforms such as the Internet, reality is no longer about one thing at a time. If you can’t multi-task, or consider that some people will be doing four or five things simultaneously whilst at the same time looking for ways to exploit your lack of foresight? You’re going to get burnt, just like Walkers.
Ironically, talking to friends on Twitter, we saw this coming. Maybe there is money to be made in the future being a Freelance Provocatrix, driving my three wheeled tricycle from company to organisation, warning them of the dangers of not thinking your marketing strategy through online. However well you think you know the Internet?
They’ll always have the capacity to surprise you.