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Hans Kullin is a Digital PR Strategist based in Stockholm, Sweden. He runs the blog Media Culpa, the first Swedish PR blog, about Public Relations and social media.
I realize the challenge in managing such a large social network, but if Facebook can't manage abuse against brands quickly, they will have trouble attracting brands to participate in positive actions as well, such as advertising or running campaigns. I don't know how long it took for them to delete the groups, maybe it went quickly. Hopefully Facebook could implement, if they don't already have one, a monitoring system that would alert when new groups are being created with certain brand names or phrases in them during a period. It would benefit both FB, brands and not least the users.
I don't really see any signs that IKEA has underestimated social media. It seems IKEA has had Facebook take down 2 of these hoaxes only to find a third one pop up. What is interesting is that a company with a fan base such as IKEA's, gets help from its fans in cases like these. Earlier this week someone posted a comment about the 1,000 dollar offer on the IKEA USA Facebook page and it took less than an hour for another fan to inform the group that this was fake.
IKEA posted both a press release and a note on the fan page so it seems they are doing what they can. Wonder if the same can be said about Facebook?
Paul, I guess the underlying message is that VW's are more fun to drive. The videos show that different things in life can be improved and made funnier, and that's the connection to the cars. I admit that the link to the product is extremely vague, especially if you only watch a single clip. But I can see VW associating the car with "fun" if they can repeat this stunt over and over again in new formats.
BTW, the English language version is here: