There’s a firestorm raging on the Internet and Twitter – the ability to make one’s voice heard about what’s happening in the world is indeed powerful. Everyone from celebs like Mandy Moore and Rainn Wilson to athletes that include Chris DiMarco and Vince Carter had plenty to say about the verdict in the Casey Anthony trial. And in Great Britian, they’re tweeting in outrage over allegations that a British tabloid, News of the World, illegally hacked into the voicemail of thousands of private individuals, the royal household and Molly Dowler, a young girl of 13 who disappeared in March 2002. 

A July 4th article in The Guardian, revealed that Scotland Yard was investigating actions by employees of News of the World regarding Dowler’s voicemail. Officials believe that someone gained access to her voicemail and deleted messages when the mailbox was full, and the paper then ran stories containing information that was likely gained from the hacking.

Readers of the story, according to the BBC and The Telegraph, have been proactive, thanks to Twitter. Several began tweeting their outrage and were retweeted in turn. But it didn’t stop there. Recognizing that they couldn’t appeal to subscribers to stop reading the News of the World, they used Twitter and a website to let followers know the names of companies advertising in the paper. The names of company CEOs and their contact information were shared, and followers were cautioned to do nothing more than express disappointment that the companies chose to advertise with the paper. As of July 6th, a number of major companies, including Ford, Vauxhall and Lloyds TSB have stopped placing ads in the paper and others are responding to the campaign by noting that they, too, are concerned and are carefully reviewing their positions as the investigation moves forward. *** Editor update, a statement released by New International today annouced that the 10 July 2011 issue would be the last issue of News of The World.

Today, savvy businesses need to be ready for the power of social media and the incredible speed at which de facto groups can spring up without a leader. Tweets from private individuals can change the world, or at the very least, persuade corporations that ethics matter when it comes to choosing advertising platforms. Being ready to respond quickly, adapting to new business models and being responsive to social media may not come easily to everyone. Let EVG help you embrace social media. You might become the next hit on Twitter, just like #AskObama.

Kathleen Gossman
EVG Editor