Home » Social Business

BP and Social Media; Don’t Join the Conversation – Fix Your Problem

Submitted by on June 13, 2010 – 12:39 pm48 Comments

BPGlobalPR, the fake Twitter account mocking BP has , at the time of this writing, over 150,000 followers.  It is dark humor – but it is humorous.

Many people have taken to social media to vent their frustration and anger over the oil spill.  There are myriad blog posts, great ongoing conversation at the OilDrum, and the Twitter hashtags (#oilspill and #oilpocalypse) are a steady stream of regular people discussing the disaster.

BP’s response?  Its war-room legions of crisis managers have bought keywords in order to direct search queries to its own story (“learn more about how BP is helping”), it has tried to shut down the fake Twitter account and it has produced pricey television ads (links to aforementioned are intentionally absent).  In both cases the predictable result has been more bad press and ill will.

I have seen many back channel emails. tweets and posts from the social media cognoscenti on the subject of how BP should be using social media.  In one sense the entire question seems misplaced – after all, who cares how BP uses social media during a crisis of biblical proportion?   Isn’t the more potent question how society can benefit from social media rather than the offending corporation?   The answer to why so much time is spent on what BP can do resides in no small part I believe to the fact that social media consultants earn their bread from corporations.  Fair enough.

But my original and still current opinion is that BP should be doing nothing with social media.   They should be doing nothing other than trying to fix their apocalyptic problem.    Any other actions appear to detract from the task at hand and BP has proven itself incapable of wielding social tools (more on that later).  Beyond my sage words of wisdom for BP, I have a bigger issue with the nature of the advice being given by my colleagues.

A few days ago one of leading proponents of social business, The Dachis Group, posted Would Being More Social Help BP? The article suggests many ways in which BP could utilize social technologies to address the oil spill – and implicitly (as the title suggests) improve their reputation.

In  the technical, jargon-heavy language that typifies the Dachis Group’s approach to social business the post states:

BP can leverage the power of social tools to help their current situation – but only if all current business processes are aligned and calibrated for social activation.

Huh?   The post puts forward a series of one-line ideas for BP – some ideas are as interesting as they are unlikely;  “an app to let people report affected areas and wildlife” for example seems a bit far-fetched when you consider that BP is actively trying to minimize assessments of damage  in order to maintain their prime directive, shareholder value (each barrel may cost BP up to  $40K).   Some ideas are slightly appalling, “a private market research community made up of carefully selected consumers to begin to test public messaging” — do we really need message testing on this one?

This leads me to the heart of my issue with this specific post – and by extension all posts of its ilk that speculate about what BP could do without trying to come to terms with who BP are as an institution.   BP is a profit-engine.  BP is not a social business.   And “helping BP”  has nothing to do with technology, tools, apps or “social calibration.”  Being social as a business is a way of treading lightly because you recognize your interconnection with the world around you.   BP is not structured to be social – it is structured to be profitable at all costs… and structure drives behavior.  The Gulf Coast is currently bearing the brunt of their corporate behavior.  What’s more, the moment to help itself has long passed…

To be clear, I believe that social technologies put selection pressures on businesses over the long run – and will make  it harder and harder for corporate profiteers to thrive.  This to me is the promise of social business — over time, businesses that abide by a social contract (respect, authenticity, reciprocity, earned trust etc.) will outperform those that abide by a strictly corporate (or legal) contract.

BP has consistently shown a tin ear to the outrage, hurt and devastation that they are causing.  That again emanates from a business culture – and no amount of technology will be a balm to that malady.

I understand that BP is a stand-in for “corporate crisis” and social media pundits (I am not exempt) are using it to speculate on just how they might utilize these tools in a crisis setting.  I am also not trying to single out this single post.  But for me it  is exemplary of how much and how often the social media conversation misses the entire point.   The post ends:

Of course, for these efforts to be successful, they would have to be planned, heavily moderated, highly coordinated, and integrated with current data and information systems – then communicated to consumers, franchise owners, the media, and government officials.  In other words, all social business systems would have needed to be in place before disaster struck.

Best of luck with that.  BP’s entire culture appears to have been one in denial about this being possible in the first place (for more on that see Cheney‘s energy task force statement on the riskless nature of deep water drilling)…

The nature of public outrage is not something that BP can (or should) try to game for their own benefit.   The more BP tries to enter a conversation, the more they will be torn apart.   Like the angry mobs that drove Emperor Justinian from the Hippodrome to barricade himself in his palace… this mob doesn’t want conversation… they want blood.

I don’t want BP to “join the conversation.”  I want them to  fix the problem.


  • [...] Ross has just published an, as usual, insightful post about the oil disaster in the gulf, BP and social [...]

  • Tom Cummings says:

    Thanks for your feedback/response. As I mentioned right off the bat, “no amount of social PR can fix your company’s actual issues”. My post is intended to point out that there are things that can be done to “provide more efficient ways to bring people together to solve problems”. Nowhere do I advocate that BP should “join the conversation”, as you say, or increase their social media presences (in fact, I never mention “social media”).

    I am simply saying that social tools (tools, not campaigns) are more efficient at accomplishing things to help those affected than simply setting up call centers and listing phone numbers.

    As for Justinian — he not only survived the riotous mobs, but also was able to restore his image by reconstructing buildings damaged during the revolts. Time will tell if BP is able to do the same.

  • joshuamross says:

    Thanks for the graceful response. In re-reading it I make your post the target more than I intended. I know many people at your firm – and they have always struck me as high-intelligence, high integrity people.
    My point is that given what I have seen of BP's response and their record of lobbying – they are culturally incapable of using these tools at this point.
    Awesome response re: the somewhat obscure Justinian reference as well! You are absolutely right.

  • [...] BP and Social Media; Don’t Join the Conversation – Fix Your Problem Many people have taken to social media to vent their frustration and anger over the oil spill.  There are myriad blog posts, great ongoing conversation at the OilDrum, and the Twitter hashtags (#oilspill and #oilpocalypse) are a steady stream of regular people discussing the disaster. [...]

  • [...] BP and Social Media; Don’t Join the Conversation – Fix Your Problem Many people have taken to social media to vent their frustration and anger over the oil spill.  There are myriad blog posts, great ongoing conversation at the OilDrum, and the Twitter hashtags (#oilspill and #oilpocalypse) are a steady stream of regular people discussing the disaster. [...]

  • kcarruthers says:

    Fact is that BP might already have destroyed much of their shareholder value – why shouldn't they focus on minimising damage to the environment. Much that is wrong about business nowadays is this obsession with delivering shareholder value at all costs. Perhaps it's time to ask any shareholder about the world they want their kids or grandkids to live in and then recalibrate the notion of shareholder value?

  • joshuamross says:

    Thanks for the comment. No argument here… one point that I would like to make more clearly in a future post – is the notion that individual behaviors – as well as ethics – are easily subordinated in institutions… and It takes a long time for institutions to adjust to changing social norms.

  • kcarruthers says:

    Agreed! One of the points I keep making to people who take the moral high ground from an armchair on the sidelines of an issue is that we tend to conform to group norms (especially when we are either the new person and/or in the minority). It is very hard to go against group norms when one is the newbie. Changing social norms in large institutions is hard. That's why we're still trying to eliminate sexism and racism in the workplace in spite of legislation being passed many years ago in most countries.

  • [...] ΥΓ: Την ίδια ώρα εμφανίζονται και στις ΗΠΑ διάφοροι “Σύμβουλοι επικοινωνίας” που αυτόκλητα προτείνουν στη BP τακτικές για να βελτιώσει την εικόνα της, με το να γίνει “πιο Social”. Πολύ σωστά ο Joshua Michele Ross τους απαντά “Μην συμμετέχετε στο διάλογο, λύστε το πρόβλημα!” [...]

  • [...] BP and Social Media; Don’t Join the Conversation – Fix the Problem [...]

  • [...] BP should fix the problem, not "join the conversation": OpposablePlanets [...]

  • [...] serve.  More often these are big corporations.  Thus the analysis of BP all too often focused on how BP could help itself during the crisis rather than how society at large might better use these tools to come to grips [...]

  • Valencia says:

    Thanks for sharing your thoughts on tabletki
    na przyrost masy mięsniowej. Regards

  • tattoo says:

    Yes! Finally someone writes about fails.

  • Having read this I believed it was rather informative. I appreciate you finding the
    time and effort to put this informative article together.
    I once again find myself spending a lot of time both reading and posting comments.
    But so what, it was still worth it!

  • It’s truly very complicated in this full of activity life to listen news on TV,
    therefore I only use internet for that purpose, and obtain the most up-to-date news.

  • lasertest says:

    This piece of writing will help the internet people for creating new web site or even a blog
    from start to end.

  • No entanto, que, os professores a adestramento física, motivem contudo desenvolvam em seus alunos atenção,
    cada chance mais, bola adiantamento da alegria no entanto capacidade com vida dos mesmos. http://www.vestemoda.com.br/pagina/ver_materia/titulo/mitos_e_verdades_sobre_a_dieta_da_dna/

  • Do you mind if I quote a few of your posts as long as I proviee credit andd sources back to your
    webpage? My webste is in the vry same area of interest as
    yours and my users would certainly benefit from some of the information you present here.
    Please let me know if this okay with you. Appreciate it!

    Feel fre to visit my weblog: σχεσεις ανδρων γυναικων (https://oroskopiosexkaigynaika.wordpress.com/)

  • Aurelia says:

    Hey I am so excited I ound your site, I really found you by mistake, while
    I was searching on Yahoo for something else, Anyways I am here now and would just like to say cheers forr a tremendous post and a all round thrilling blog
    (I also love thee theme/design), I don’t have time to go through it all at
    the moment but I have bookmarked it and also added your RSS feeds, so when I hve time I will be back to read more,
    Please do keep up the excellent work.

  • Aline says:

    Pretty great post. I just stumbled upon your weblog
    and wished to mention that I’ve truly loved browsing your blog
    posts. After all I will be subscribing in your feed and I am hoping you write once more soon!

  • I know this web page provides quality dependent content and extra stuff, is
    there any other web site which provides these things in quality?

  • Charla says:

    Para quem vende é uma ótima opção fazer numa mesma cor, porque
    de forma trabalho rende mais.

  • It’s remarkable to visit this site and reading the views of all friends regarding this piece of
    writing, while I am also eager of getting know-how.

  • Micron Games says:

    When someone writes an piece of writing he/she retains the idea of a user
    in his/her brain that how a user can understand it.
    Thus that’s why this paragraph is perfect. Thanks!

  • Proveitos do programa Fórmula do Perder peso Estrito.

  • 56 yrs old Dressmaker or Tailor Nestor Hutton from Woodstock, has numerous hobbies and
    interests that include classic cars, Agen Judi Capsa Susun
    and consuming out. During the previous year has made a journey to Historic
    Fortified Town of Campeche.

  • Efren says:

    Brasília: UNESCO, MEC, ANPEd, 2007. 96 p. FACCIO, Alda. http://www.apo.af/r7YmJK

  • Good day very nice web site!! Guy .. Beautiful ..
    Superb .. I’ll bookmark your site and take the feeds additionally?

    I’m glad to search out numerous useful information here in the submit, we need develop more sfrategies on this
    regard, thanks for sharing. . . . . .

  • I have been using the max buzz for about a month now.

  • Yasmin says:

    An impressive share! I’ve just forwarded this onto
    a coworker who was doing a little research on this. And
    he actually bought me dinner due to the fact that I found it for him…
    lol. So allow me to reword this…. Thank YOU for the
    meal!! But yeah, thanx for spending time to talk about this topic here on your web page.

  • Hey there I am so excited I found your site, I really found you by mistake, while I was looking on Yahoo for something else, Anyhow I am here
    now and would just like to say kudos for a fantastic post and
    a all round enjoyable blog (I also love the theme/design), I
    don’t have time to look over it all at the minute
    but I have bookmarked it and also added in your RSS feeds, so when I have time I will be back to read a lot more,
    Please do keep up the superb job.

  • Nice respond in return of this query with genuine arguments and
    telling all regarding that.

  • Curitiba também possui prédios históricos.

  • kobani says:

    I do consider all the concepts you’ve presented for your post.
    They’re very convincing and will certainly work. Nonetheless, the posts are too brief
    for novices. Could you please extend them a little from next time?
    Thanks for the post.

  • Match your accessories with chic jewelry sets.

  • If some one needs to be updated with newest technologies then he
    must be visit this web page and be up to date every day.

  • Millions of people around the world are hooked onto video
    games these days. Well, you fire up the application, you insert the original disk (the one which you
    would like to duplicate), then after a few clicks you insert a blank disk, wait for a burning process
    to complete along with an exact replica in the original disk.

    In my post yesterday about ball sizes, the lager fields use the size 5 soccer ball and therefore
    the smaller sizes would go lower accordingly.

  • Hi there I am so grateful I found your website, I really found you by accident, while I was researching
    on Digg for something else, Anyhow I am here now and would just like to say thanks a lot for a incredible post
    and a all round exciting blog (I also love the theme/design), I don’t have time to read it all at the moment but I have book-marked it and
    also added your RSS feeds, so when I have time I will be back
    to read a great deal more, Please do keep up the awesome job.

  • 룰렛 says:

    Hi Dear, are you in fact visiting this web page daily, if so then you will definitely
    get pleasant experience.

  • It’ѕ a shame yоu ⅾon’t have a donate button! I’d without a doubt donate to
    this outstanding blog! I suppose fοr noᴡ i’ll settle for book-marking and
    adding үߋur RSS feed tо my Google account. I lⲟⲟk forward to new
    updates ɑnd ᴡill talk abߋut tһis site with mʏ Facebook grоᥙp.

    Chat soon!

  • Waу cool! Some extremely valid ρoints! I appreciate you penning thiѕ post and also the rest of the website іs extremely ɡood.

  • I was suggested this web site by means of my cousin. I’m
    now not positive whether this post is written by means of him as nobody else recognise such distinctive about my problem.
    You’re incredible! Thanks!

  • Real informative and fantastic complex body part of written content, now that’s user genial (:.

  • Quality posts is tһe key tߋ invite tһe visitors to visit thе site, thɑt’s what this web pagе
    is providing.

  • Gonzales as their chosen cosmetic dentist and again|Gonzales talk
    about their expertise and wonderful dental repair|and Contact us today and let’s support create
    your wish visit!

Leave a comment!

Add your comment below, or trackback from your own site. You can also subscribe to these comments via RSS.

Be nice. Keep it clean. Stay on topic. No spam.

You can use these tags:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

This is a Gravatar-enabled weblog. To get your own globally-recognized-avatar, please register at Gravatar.