@BPGlobalPR

ately @BPGlobalPR has been one of the hottest things in the Twitterverse. Even as I write this the social media drones of Spring Creek Group are talking away about the handle’s latest tweet. About a month ago, when the spill was in its infancy, I told Rondo Schott, the editor of this blog, that I wanted to write a post on BP’s social media response to the spill. I tried, I gave up. Their response was to post PR materials on their channels and not respond to questions. Then about a week ago @BPGlobalPR hit the scene and these “pickledicks” have stole all of the social media thunder. The graph below shows the amount of followers for the official BP Twitter handle and @BPGlobalPR since a couple days after the spill:

o me, this graph illustrates the poor quality of content coming from @BP_America. What really grinds my gears about this whole situation is that they are using social media solely as a press release. One of SMM’s best characteristics is that it allows brands to be human. @BP_America has been getting hundreds of direct @replies. Many are snarky, but there’s also a large portion of tweets from people who have been affected by this disaster and need help. BP rarely responds. In my opinion, a mistake is a mistake and that’s what happened with this oil rig explosion, but all in all the response across all media outlets has been poor. Because of this, I will head to the Exxon station instead (who now have only the second worst oil spill of all time).

One last thing to note on @BPGlobalPR whether charity was their intention or not, they’ve been doing an amazing job building visibility for the Gulf Restoration Network. Something inside me hopes that the GRN is behind @BPGlobalPR. If true, it would certainly be one of the most compelling, albeit deceptive, social media campaigns ever.

Update: The identity of the individual behind @BPGlobalPR has been revealed. You can read CNET's story about it here.

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