Understanding The Power Of Social Media

Image created and provided by a pro graphic designer who wishes to remain anonymous
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Yesterday I wrote a blog post about something I had witnessed in an underground station – a guard being verbally abusive to a traveller and eventually suggesting to “sling him under a train”.
At the end of my blog post I mention I had said to the guard’s colleague that he would lose his job for that outburst. It was my opinion – that’s all.
Fast forward 24 hours and the story has run as the leader on Sky, BBC, LBC, ITN (see sample news coverage here) and on the front page of the Evening Standard. This followed thousands of Tweets and Re-Tweets (including the Mayor of London, Boris Johnson, getting involved), 65,000 video views yesterday alone on YouTube and hundreds of comments on this and many other blogs. Plus, the guard has been suspended and is under investigation.
All I did was see something that shouldn’t be tolerated and used the ammunition we have in our hands – video/blogs/network.
I blog almost every day so this wasn’t any different. The content of this one seemed to grab attention though, and it was this attention that made things spiral. Hence, the main reason this story has flown is due to what happened on camera. We must remember that. It’s not me. I didn’t ‘invent the story’. I just blogged, like I do, and the Twitterverse powered the rest. Although charming to be the focus of the viral activity – I actually had the smallest part.
Through this post I will cover exactly what steps I took to make this happen and look at ways that TFL could have done things differently. It’s a long post below but hopefully containing valuable insights you can use.
To preface this post I should point out that I didn’t seek out a salacious event to ‘get famous’ and I don’t have an issue with TFL or their (non-abusive) staff.
But.
I detest injustice and know how to use social media tools.
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This is an example of the incredible power of social media and the reason the story played out the way it did is because of how the social environment works.
Understanding the power of social media means that anyone can do what I did – but more importantly, companies and organisations would be able to better prepare for good and bad outcomes – in this case, the latter for TFL (Transport for London).
We live in a world where Big Brother isn’t just an ‘eye in the sky’. This mantle used to be reserved for CCTV cameras but now many of us have cameras in our phones – and those who don’t, commonly own a camera anyway.
This means that we are all Big Brother now. We are all watching and thus, we all live under potential scrutiny.
From CEOs through to admin assistants, behaviour is now easily recorded – even when you would imagine nobody is watching. Due to this, everyone inside an organisation needs to incorporate new media methodology. In staffing, training, strategy and delivery. This is what we address in this fluid world, in helping companies achieve clarity and excellence in a fast-changing and unpredictable environment.
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Ultimately, there are two outcomes of recorded events that then spread across society:
1. Things are good, people are absorbed by the story, mainly as they are inspired by it, then tell everyone else. Everyone wins and goes home happy
2. Things are bad, people are absorbed by the story, mainly as they are appalled by it, then tell everyone else. The perpetrators get sacked or worse
Obviously the 3rd option is that nobody talks about what you do. That’s another problem altogether.
So – with our two options, the common element is that people talk about it.
My original blog post outlined what happened, but here I will give some options of what TFL could have done – most certainly for a more positive outcome. This is non-exhaustive but gives you an idea:
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1. They should have been prepared. Without sounding funny, the best way to avoid these things is to be prepared – staff and company alike. But they weren’t – and I hereby extend a public offer of help in this preparation to them – you can contact me from my contact page. Even though the staff members have a tough job, there are probably more productive ways of dealing with the nasty bits – without shouting and swearing
2. They should have been monitoring, in real time, any mention of words on the web such as ‘underground’, ‘abuse’, ‘passengers’, ‘staff’, ‘TFL’, ‘tube’, etc and noticed that an article had been written. It took Google 40 minutes to show my blog in related search terms and the post was written early evening yesterday, so actually, TFL had a 12 hour head start on the Twitter/Blog/Press people
3. They should have instantly suspended the staff member and implemented a pre-arranged procedure where they get someone (maybe even the original blogger – in this case me), to speak with a number of other staff to get a balanced view of what staff can really be like. I would have happily liaised with TFL
4. They should have prepared a circulation for the entire company staff, highlighting this incident and used it as a real time training manual – announcing this method to all press and bloggers to highlight that they not only are aware but are using this constructively
5. They should have joined the digital conversation and pointed out other feedback received, for the world to see the balance in place. Offline, they should have called the press first and invited themselves to speak alongside me at every press call throughout the day – but they didn’t
6. They should have built a campaign around the perpetrator showing the exact steps taken to ensure it never happens again – including posting it on the front page of their site immediately
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The Twitterers, Bloggers and commentators were the only people who played this right. The stories were shared and eventually the press picked it up.
What we need is for Industry to learn the key techniques of Involvism that the Twitterers, Bloggers and commentators already implement.
For anyone who wants to do what I did – this is the 8-step process that happened:
1. As I always carry either a camera or camera phone, when I saw the guard’s behaviour I pressed record – this is because I try and record things that may be of value to citizens as that is my favourite subject
2. As I have a blog, I wrote a blog post, uploaded the video to YouTube, embedded the video in my blog and published it
3. As I am on Twitter, I sent out a few Tweets about the post (asking people to ‘RT’ which means Re-Tweet), including some directly to the very powerful Twitterers. I did the same on Facebook too.
4. As some large press organisations are on Twitter or online, I ensured that they would find the story too by directing them to my blog post
5. I then waited overnight for people to start talking – which they did. I re-joined the conversation which was now vibrant across the web
6. As I have a contact page on my site, anyone who wanted to get in touch with me could – so by mid-morning Friday (16th Oct), many journalists used my contact page to ask whether they could speak with me about the story
7. I made myself available to be interviewed – meaning trekking all over London from studio to studio – showing willing makes it easier for the press to write and film more
8. I wrote this follow up post as an account of the events and hopefully as guidance and encouragement for others to do what I did – then repeat from point 2
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The conversation may continue for a while and I hope that more citizens become aware of the power they already have to stop hatred, abuse and fear – but also to celebrate the good things in life too.
Yes, this means that we need new rules in company staffing, training, strategy and delivery and yes, if we work with people, we have to assume that anything can be caught on camera and distributed.
Like it or not, the only people who should have a problem with that are those who don’t want their quality of work highlighted.
It’s unstoppable and its here, now.
Welcome to the age of Social Media.



















