Dive summary:
- Social media marketers in Brazil are facing a unique set of problems as the country's unrest continues; they have to carefully monitor how their shops handle Facebook, Twitter, Okrut and other social media in an environment where messaging can go wrong quickly.
- There is speculation that the unrest could last until next year when Brazil hosts the World Cup as citizens are upset the country has spent billions on sports stadiums while social programs lack funding; a time of protest and unrest in the Western world hasn't been experience through the social media lens.
- Many brands have hit the pause button on their social media efforts while others have had to go as far as deleting some messaging due to online backlash; brands have to be very careful not to be perceived as trying to take advantage of the situation.
From the article:
"From a broader advertising perspective, Fiat has seen its "Vem pra rua, vem!" ("Come to the street, come!") TV spot tagline usurped by the protesters. While the slogan has inspired dozens of protest-minded Facebook pages, the carmaker stopped running TV ads over the weekend. Fiat says that was part of the plan all along, but many believe the brand would rather be safely parked in a lot rather than entangled with what's happening in the streets."
