Backlash against Best Buy demonstrates the importance of understanding your community

Backlash against Best Buy demonstrates the importance of understanding your community

Consumers reacted very negatively to the promotion of Chris Brown’s new album on Best Buy’s Facebook page, showing the importance of understanding your online community and choosing content carefully before posting it.
 
Best Buy frequently use social media in order to advertise their new product ranges and in-store promotions. Yesterday they posted on their Facebook page promoting the album of the controversial singer, Chris Brown.
 
Wavemetrix analysis shows that a vocal online group are highly critical of the singer Chris Brown and his controversial image, but are also critical of Best Buy’s association with the singer, resulting in a backlash within the brand’s own social media space. This shows it is essential for brands to understand and account for their online communities when choosing what content to post.
 
Consumers primarily focus on Chris Brown’s past misdemeanours, but also criticise Best Buy’s promotion of his album:
  • The majority of posters discuss Chris Brown and paint him in a negative light: They focus on the singer’s past indiscretions and the controversial image that the singer has built over the last few years
  • However, consumers also express their displeasure with Best Buy: They react negatively to Best Buy’s decision to promote the singer’s album, saying it is a “bad marketing move”. This demonstrates that, while social media is a good publicity tool, brands must be careful that the content they promote resonates with the community they have built

 

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