The audience is always right and can’t be ignored
Working Paper No. 22
How social media influences brand behavior
Sri Lankans are avid traditional media fans with a majority of them watching TV on a regular basis. Even though social media usage has received unprecedented growth and reached to be in the top 3 mediums over the past few years, most social media users still watch TV on a regular basis as well, thus keeping TV at the very top. On TV, the soap dramas and news are the most watched and many people have been influenced in the past through these. Myths, opinions and mindsets have been changed through these. So, brands in Sri Lanka still strongly believe in TV.
Crisis hit the shores
During the past few months, these TV-fanatic Sri Lankans were faced with severe difficulties owing to the economic crisis in the country. Mile long LP gas and fuel queues, daily 8-hour long electricity cuts and to make matters worse, food prices skyrocketed. Frustrations were shared online, but the citizens remained calm and went through it all patiently, as they always did. End of March came and the electricity cuts were planned to go past 13 hours a day. This was the tipping point for the public.
An uprising fueled through social media
Protests occurred across the country demanding the president, Gotabaya Rajapaksa to step down. People took to the streets in numbers with placards. The birth of this sudden uprising by the public came from one source – social media, especially Facebook and WhatsApp. A primary hashtag (#gohomegota2022) was created, protest related videos and social media stories were being shared and Facebook was flooded with statuses calling all citizens to take to the streets in protest of the governing leaders. Even those that were mere passive users of social media, began to be vocal on Facebook. The platform was dominated by protest related content.
What the brands faced amidst all of this
Marketing efforts from brands had to be halted until further notice, because it became insensitive and irrelevant to the situation. Everyone began to wonder how such a calm and patient population began to revolt suddenly dominating the social media space as well. This uprising even created a township near the president’s office and it attracted thousands of protestors with the help of social media. The youth even marked it on Google maps and gave a name to it. People began to check-in and share their experiences at the township. The township began to grow day by day with the people even resorting to stay overnight. Through the help of Facebook, many donated food, beverages, books and even medical supplies to the location. They even managed to set up a portable electricity supplying source. This was all because of the power of social media. Agencies began to realize that Sri Lankans (including agencies) clearly underestimated the power of social media and how influential it is. Brands did not have a choice but to stay inactive and let the uprising take control of social media.
Nevertheless, brands could not stay silent for long. The silence of brands began to agitate the general public and they began to question on social media, why the brands are not participating in this uprising in support of them? As a result of this, some brands began to share official statements on social media. While some were praised for speaking out in support of the public, some were criticized, since their statements were neutral or vague. People began to share theses neutral or vague statements by brands and criticized them openly. These criticisms began to be re-shared widely and ultimately became viral. Agencies couldn’t recommend their clients to be bold and support the uprising, as they feared being reprimanded by the government and they could not be supportive to the government either, as that meant criticism by the public. The agencies were challenged.
A learning for the brands and agencies
The response by the public on the brands’ stance within this revolution, provided a good learning to the brands as well as us the agencies – brands should always be on the side of the public and be empathetic towards them. Being professional, neutral or self-absorbed is not going to benefit the brands.
Even though it took a revolution to open the eyes of brands and agencies, it shouldn’t have been the case. Brands should always take that bold step and support the general public. Brands and their marketing efforts should be empathetic towards the public. Especially the intended audience. Trying to force a message and being unempathetic towards the thoughts and needs of the audience, is not healthy. A mere assumption that the message by the brand will be accepted openly, is not healthy. It will affect the brand negatively in the long run, especially in this age of social media, where there is a two-way interaction. Even if an audience is a TV-heavy audience, where the communications/interactions are one way, their thoughts and needs should be given first preference when crafting the communication efforts.
At the end of the day, the public are our customers and they’re always right!