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Social Media Tools for Parents (Part 2 of 2)

August 19, 2010 @ 1:58am

Updated — July 13, 2011 @ 11:20am

by Andrew Kim

Welcome to Part 2 of this week’s look into the significance of social media in hands of consumers. All it takes is one mother to take down Pampers’ new line of diapers overnight. Like I mentioned last week companies have used social media and networking intensively in their websites, packaging, and PR in all medias. There is a dark side to this when your premier relaunch of your product line goes into a downward spiral.

Proctor & Gamble’s strongest baby brand is Pampers’ with a line of baby diapers and wipes. Pampers’ earlier this year revised certain diapers with Dry Max Technology. Without a doubt a prestige brand like Pampers’ would test their products extensively before releasing it. Slowly individual mothers have been reaching out to the internet and social media in sharing stories. The product that came into question was Pampers Swaddlers or Cruisers with Dry Max. At some point several mothers in different markets started a new movement on Facebook. The controversy started with a mom noticing several diaper rashes and investigated it with her pediatrician. Diaper rash has been a common problem for newborns and young toddlers, and there are plenty of solutions in dealing with it. No matter what advices, diaper creams or old wives tales that she encountered it didn’t help her baby. I personally used the product as well and my own child would have similar symptoms. These mothers eventually concluded that these several rashes or in some cases chemical burns have originated from the Pampers’ diapers.

Proctor & Gamble responded with normal PR practices in showing proven tests from various sources that these diapers were clearly 100% safe. With social media mothers continued to unite with one voice and demanded a recall of these diapers. Since May 2010 several mothers in Ohio have gone into court filings against Proctor & Gamble. What we can learn are companies cannot be naive any longer where social mediums have given mothers the tools to take down a Goliath. Of course I’m not scaring future businesses in avoiding social media, but to use it to stay ahead or be on guard of the modern consumer. The public are forgiving people, until a company thinks they know better. Elative marketing’s approach with clients is to look into long-term strategies and anticipate for anything.

Recent Article #1: Social media empowering parents with complaints against Pampers
Recent Article #2: Procter & Gamble in Bind Over Moms’ Web Attack on Pampers Brand
Recent Article #3: Pampers Parents Irritated at P&G Push-Back
Recent Article #4: Parents upset over P&G’s Pampers diapers

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Social Media Tools for Parents (Part 1 of 2)

August 9, 2010 @ 10:42am

Updated — July 13, 2011 @ 12:24pm

by Andrew Kim

Part 1: Sooner or later parents of different generations and ethnics are getting involved with the basics of social media. Not as intensive as tweeting, but Facebook has strengthen family networks and rapid fire feedback. In this week’s blog is about the highlights of search engines and social media networks for parents. Next week I’ll give an example of a PR disaster companies need to be aware when their brands can be disseminated and easily tarnished overnight.

Using Google, Bing, Yelp, and Wiki-Everything on the iPhone has given my wife, wealth of knowledge from the apple tree in a matter of seconds. As first time parents we are constantly seeking new methods and make split-second decisions as a family. What’s great is pulling information from several websites or batch of links from Google before getting it from the doctor’s office. Relying on the feedback of hundreds of other blogs has given us the second opinion we needed. Yelp has been the best in finding hopeful brick and mortar business where they have effective in seeking the right care for our child. Of course if something is obviously wrong and want more thorough information please consult with your pediatrician.

Facebook has been a great asset to get information, promotions and a structured way in giving back companies our feedback. How valuable is that? Companies not yet in online marketing must take advantage in these technologies, before spending critical funds elsewhere. Elative Marketing has the strong platforms for clients and companies can use to implement immediately.

Tune in next week.