Shell’s brand has been hijacked in what marketing experts say is a “social media oil spill” and a “coordinated online assassination of the Shell brand”.
It’s a fake PR disaster that has snowballed into a very real one for Shell as web users are under the impression that it is an official company campaign.
According to the Aon Australasian Risk Survey of 340 companies in the Asia Pacific, damage to brand and image have been the top risk concern for Australian companies for the past five years.
James Griffin, partner with social media monitoring firm SR7, said social media had enabled modern day activism to reach an entire new level.
“Large organisations often put a value on their brand, and having their brand attacked and ridiculed via such an innovative approach is something the modern corporation must come to grips with,” he said.
“This is a coordinated online assassination of the Shell brand. These activists have basically appropriated the Shell brand online and are doing a very good job of generating a conversation, not only about the issue they are trying to highlight but also the campaign itself.
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