Bad Social Practices Blow Up in the Middle of the Night

Last night I was on Facebook at 1am  – I know, sad, but also rare. I was unwinding after a long brainstorming session and just surfing around.  Then I see my friend Danny Brown calling out Oracle Social for adding him to a page he never Liked. I wander over to the page and find that I too had apparently “Liked” the page too without my knowledge, and loads of my friends had as well.  The comment section was growing rapidly with others making the same complaint.

So there, for at least 30 minutes in the wee hours of the morning, Oracle Social was growing thousands of Likes per minute, its comment section was blowing up with complaints, and no Community Manager could be found.  The forced followers debated whether this was malware, customer acquisition or even a fake page.  Social savvy people started tweeting and emailing corporate.  Many of us reported the page a spam.

At around 1:30 am I gave up, went to bed, and thought: THIS will be great fodder for Spin Sucks and other blogs with huge PR/Marketer followings.

At 8:15 am I check back in, sure that there will be some resolution: utter silence from Oracle.  The comment section is full of pissed off people, and coincidentally or not, many of them are Marketers who are social ‘experts,’ although they’ll all detest that title.

We still don’t know exactly what’s going on, but we do know one thing: Oracle has dropped the ball on this one in a huge way. People have been on a Facebook Page that bears their brand complaining loudly, and there is total social silence.  Their corporate twitter accounts and email have been contacted: social silence.  Add that to the fact that many of us are bloggers and you have one very loud, pissed off contingent that you have not even begun to dialogue with.

When these PR stumbles happen at large companies, we always ask: what should we realistically expect? What is an appropriate response time?  Some have argued that hours, or even an entire day is ok.  I disagree; even managers of small  Facebook Pages check in first thing in the morning. Saturday morning in particular is a heavy usage time on Facebook and Twitter… is it really possible that no one at Oracle knows about this yet?  I doubt it.

The Oracle Social page is almost up to 1 million likes, from zero last night; sometimes it’s not so great to have a large audience.

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