SOCIAL MEDIA: Will the real BP please stand up?

If anybody can take to media channels like Twitter and openly criticise an organisation such as BP, what implications does this have for other brands? And what can B2B marketers learn from BP's response?

The Gulf of Mexico oil disaster continues to make news headlines for BP and while the oil giant attempts to clean up its mess in the ocean, it's facing an equally sticky situation with regards to its PR activity. Specifically, the emergence in May of a fake BP Twitter account - @BPGlobalPR - has fuelled public criticism of the company and also highlighted a rather big flaw in its social media strategy. As Ben Romberg, social media PR manager at Spinnaker points out, "The @BPGlobalPR Twitter feed shows that social media can quickly facilitate a PR backlash against a brand already battling a PR crisis."