Online activists vs. Kraft foods: A case of social media hijacking

Veil, S. R., Reno, J., Freihaut, R., & Oldham, J. (2015). Online activists vs. Kraft foods: A case of social media hijacking. Public Relations Review, 41(1), 103-108. doi:https://doi.org/10.1016/j.pubrev.2014.11.017

Summary

This case study provides an overview of how an online activist was able to employ a strategy and tactics to successfully influence a major brand into making a change to one of its signature products. What the case demonstrates is how activists can adapt traditional activist strategies to an online environment, such as hijacking a company’s Facebook page to engage in civil disobedience. Additionally, the case shows how activists collaborate online to promote common interests via networks to assert pressure on organizations.

From the standpoint of the organization, the case study demonstrates the importance of engagement with activists when it becomes apparent that their tactics could damage their reputation and brand. Much like Grunig (1992) asserts that legitimacy be given to key constituents no matter their size, so too should the same consideration be given to activists if it becomes apparent they are building momentum for their cause. In this case, a more open, two-way dialog should have been employed to build a beneficial relationship with the activist to ensure they feel heard. Often that is all that’s needed to defuse a potentially explosive situation.

Experience

This case study reinforces my thoughts on Grunig (1992) in that it is important to make those with concerns about a course of action feel heard and potentially feel like they have some control over an outcome based on those concerns. Both personally and professionally, I can take this suggestion and apply it to any number of situations. It’s good general advice for dealing with people.

KEYWORDS: Activist, online, strategies, relationship, reputation, hoax, Kraft, mac and cheese.