Friday, June 28, 2013

Brazil: Social media, political unrest and your strategy

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A few weeks ago, we looked at how the Turkish government is handling their social media policies amidst political unrest.  Today, we're switching continents and look at how brands, not the government, are reacting to the current unrest in Brazil.

Sunday concludes the 2013 Confederations Cup in Brazil.  This soccer tournament is held as a test the waters for countries hosting the World Cup the following year.  But the country has chosen this time to stand up and unite against a corrupt government, excessive spending for both the World Cup and the Olympics all while taking away money from many of the social programs, among them are health and education, that most need it according to the Washington Post.  and uniting by using the platforms we've seen help many other countries - including Twitter and Facebook.

So what do companies do in situations like these?  AdAge recently looked at how one digital company in Brazil is reacting to to these protests through their social media campaigns. Marcelo Tripoli, CEO of São Paulo-based SapientNitro iThink, shared how he was altering their efforts in order to aid protesters and maintain the images of the brands he's managing. He notes that since the World Cup is still one year away, they'll most likely be altering their strategy and engagement for the next year in order to allow social channels to remain clear for those who are uniting through them.

Michel Lent, Managing Director of Pereira & O’Dell in São Paulo stated, "We all—citizens and companies—have been carefully listening to what's going on in the country. As advice to our clients, we have been recommending to halt posting unrelated content on social networks when protest movements are happening on the streets. This is for the specific times and days with big crowds out there. During those times, we feel brands should clear the space on the time lines to let the political discussions flow."

So with all this now known, how would your company react and change to a major national movement in your country?  Would the brand take a position?  Or would you quit communicating completely?
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