This is final week's activity which I will discuss misuse of social technology which company post their news that involved unethical, harmful, and illegal.
Chipotle
Chipotle is a chain of restaurant in the United States, Canada, UK, Germany and France. It was founded in 1993 by Steve Ells and its name originates from chipotle which is the Mexican Spanish name for a smoked and dried jalapeno chill peper. Chipotls's menu consist of five item which are burritos, fajita burritos, burrito bowls, tacos, quesadilla and salads.
Misuse of Twitter
The Chipotle fake hack
As the picture above, it looks to odd and somehow their account has been hacked and the tweet strong conversation, but it was actually that Chipotle want to celebrate 20th anniversary and release the account been hacked actions, it is kind of fooling their community and also people who use social media to pay attention on what happen to their Twitter. The result of this business stunt to garnered 4000 more followers as the result of deceiving people. After their stunt business, the communications Director Chris Arnold said that "We didn't want it to be harmful or hateful or controversial, we thought that it is really fit well within the context of our 20th anniversary promotion where we were putting clues in all sorts of things. The business stunt can be unethical and reason why it is unethical that because social media is not like TV ads, it should be community driven. Garnering more followers does not mean their food is good, the way that may do with it, is to food becoming a message to customers, such as food news.
The result of fake hacked looks like they has successfully fool their community and garner 4000 more followers. There are lots of arguments that someone people may think it is fun and it didn't relate to any ethical problem, but on the other hand, other group said that Chipotle should not do that to public because of misuse of social technology as advertising strategy.
Non-tangible impact
- Amount of communities do not follow them on other social media
- Employees felt bad from blaming message
Avoid misuse of social technology in future
- Your product and service can be your message, twitter is a social technology to support your product, it is not going to be a message
- Research online resource and educate their communication department to evaluate what can you do, and cannot do.
- Stated post as company thoughts, not personal opinions
Reference
Amy, T.(2013). Social Justice: Chipotle's pathetic misuse of social media. Retrieved from http://arcompany.co/social-justice-chipotles-pathetic-misuse-of-social-media/
Ehow.(2014). How to prevent social network abuse. Retrieved from http://www.ehow.com/how_2390794_prevent-social-network-abuse.html
Frank, E.(2013). Chipotle aims high but misses low on twitter. Retrieved from https://www.linkedin.com/today/post/article/20130725214252-19577932-chipotle-aims-high-but-shoots-low-on-twitter
A few English grammar errors, "it looks like odd" should drop the like to. In addition "it is kind of fool" may be better of using "fooling" instead of "fool". Also "faking people" should be fooling or deceiving people.
ReplyDeletethanks for your comment, i have edited the error that you mentioned above, so appreciate to your assist =)
ReplyDeleteGood post Shih! A few people have covered this incident already. It's truly a pretty big screwup by Chipotle. I agree with your assessment that it was a bit unethical. Deceiving your customers like that - even in relatively harmless circumstances - is NEVER a good thing for businesses to do.
ReplyDeleteI did notice however that your blog had many grammatical and spelling mistakes - even starting from the very first sentence. It might be good for you to go through the post to try and fix up as many mistakes as you can :)
Thanks Tom, I have seen few people cover it as well. Also, it was hard for me to writing a blog to find the grammatical error and spelling mistakes. What I did with my problem is to copy and paste the context to Word, but looks like it does not work lol, do you have any suggestion for checking error tools?
Delete