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Another thing that Coles failed to recognize is that when writing for digital media, especially social media, is that it is the words and how they are written that count. It is imperative that words be chosen carefully while at the same time maintaining the intended meaning. It is possible that the words chosen for this campaign were right but it’s the way they were written that gave the company’s followers the power to vent they dissatisfaction with its services.

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    High School
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In early 2012, Coles supermarket chain started a social media campaign on its twitter account as they sort to engage followers. Followers were expected to complete the sentence: “in my house it’s a crime not to buy…” What followed next was a plethora of negative comments such as @TarraMacca wrote, “In my house, it’s a crime to not to buy LOCALLY — and I don’t mean from a @coles supermarket.” and @Pollytics wrote, “Food from markets while Coles exploits mental illness via pokies.” Coles pulled down the post in order to prevent further damage (Cook 2012).

One important feature of micro blogs such as twitter is that they are conversational and users often use strong verbs as well as nouns so as to achieve power (Friedrichsen, 295). There is no denying that in this tweet, Coles supermarket chain failed to realize that it had given its followers a lot of power. At the time Coles was putting up this post, they probably did not realize that any type of business has unsatisfied customers, no matter the kind of service it provides. Giving followers, and unsatisfied customers for that matter, all the power meant that the supermarket chain did not have immediate control of whatever would happen next. Although the company pulled the post down an hour later, the damage had already been done. As one of the biggest and most important public relations tools in the 21st century, Coles in this case did not maximize what new digital media had to offer (Newsom and Haynes, 152).

Another thing that Coles failed to recognize is that when writing for digital media, especially social media, is that it is the words and how they are written that count. It is imperative that words be chosen carefully while at the same time maintaining the intended meaning. It is possible that the words chosen for this campaign were right but it’s the way they were written that gave the company’s followers the power to vent they dissatisfaction with its services.

Works Cited

Cook, Henrietta. “Coles Twitter Campaign goes down, down gurgler.” Business Day, The Sydney Morning Herald, 7 March 2012, Web. 20 August 2014.

Friedrichsen, Mike. Handbook of Social Media Management: Value Chain and Business Models in Changing Media Markets. Berlin: Springer Verlag, 2012. Print.

Newsom, Doug, and Haynes, Jim. Public Relations Writing: Form and Style. Boston, MA: Wadsworth Cengage Learning, 2011. Print.