Poor sCRM At It’s Finest!
If you are not on top of your sCRM game, it can bite you in the ass. No one knows that better than British Petroleum, a.k.a BP. BP had to deal with an sCRM nightmare after their oil spill in the Gulf Coast. Back then, before the spill, BP was not very active on their Twitter account and sCRM was not a priority of theirs. After the spill, you can bet Twitter was buzzing with the breaking news but BP was no where to be found among the buzz! During their time of silence a fake Twitter account was created called @BPGlobalPR by a man who goes by “Leroy Stick”. It is believed that this is not his real name but he did reveal his motives as to why he created the account.
“I started @BPGlobalPR, because the oil spill had been going on for almost a month and all BP had to offer were bullshit PR statements. No solutions, no urgency, no sincerity, no nothing. That’s why I decided to relate to the public for them. I started off just making jokes at their expense with a few friends, but now it has turned into something of a movement.”
From this account, a swarm of tweets mocking BP’s situation in the Gulf were sent out saying such things as; “You know what they say about the ocean…Once it goes black it never goes back!”, or “Now, all tuna from the Gulf Coast comes pre-packaged in oil.” While I admit these are quite funny, the unfortunate reality was that people believed that the the account was associated with BP. Needless to say these tweets spread like wildfire and BP’s online presence took a major blow.
When BP finally got on Twitter and saw what was going on, it was too late to save themselves. The damage was already done and they looked foolish. It’s embarrassing that a company so large and powerful was torn down by one tweeter and all BP had to do was just glance at Twitter to see what mayhem was going on! This is definitely poor sCRM at it’s finest and something that many companies learned from.