for subscribers

Social media is giving SA consumers the power to discipline corporations

Share your Subscriber Article
You have 5 articles to share every month. Send this story to a friend!
(Screengrab, via Twitter)
(Screengrab, via Twitter)

Social media is here to stay and gives a platform to companies as well as consumers who hold the power to bring about change, explain Mlenga Jere and Raymond van Niekerk.

More than 20 years after democracy it seems incredible that a leading South African insurance company, Outsurance would put out a Father’s Day advertisement which featured mostly white dads. If their marketing team didn’t see the problem, citizens on social media certainly did and helped the company to see the error of its ways – and fast.

Within hours of screening the advertisement, a twitter storm had broken out and the commercial was retracted. Outsurance issued an apology for any offence caused. It was a quick and decisive response – which is generally the right way to respond in a crisis – spoiled only by the fact that the company subsequently laid the blame at the door of a “junior lady” on the social media team.

There’s more to this story
Subscribe to News24 and get access to our exclusive journalism and features today.
Subscribe
Already a subscriber? Sign in
ZAR/USD
16.69
(+0.12)
ZAR/GBP
21.59
(+0.02)
ZAR/EUR
19.60
(+0.01)
ZAR/AUD
11.98
(+0.00)
ZAR/JPY
0.16
(+0.16)
Gold
1892.01
(+0.26)
Silver
23.52
(+0.78)
Platinum
902.84
(+1.56)
Brent Crude
42.12
(+1.78)
Palladium
2314.00
(+0.94)
All Share
54264.96
(-0.44)
Top 40
50042.44
(-0.55)
Financial 15
10071.85
(+0.68)
Industrial 25
73187.40
(-0.23)
Resource 10
53383.39
(-1.24)
All JSE data delayed by at least 15 minutes morningstar logo
Company Snapshot
Voting Booth
Do you think it was a good idea for the government to approach the IMF for a $4.3 billion loan to fight Covid-19?
Please select an option Oops! Something went wrong, please try again later.
Results
Yes. We need the money.
11% - 1399 votes
It depends on how the funds are used.
73% - 9039 votes
No. We should have gotten the loan elsewhere.
16% - 1992 votes
Vote