Last night Twitter exploded with the buzz surrounding Sapient Nitro’s Idea Engineers music video. Was it real? Was it a joke? Are they insane?
The real talk though, isn’t about whether Sapient in the states take life this seriously (I sat in shock open-mouthed throughout), but around how one little video can cause so much hype. How?
First, Sapient proudly posted the video to their Facebook page wall. After it bombed, they deleted all the (mostly negative) comments surrounding the video before removing it altogether. The result? A barrage of tweets erupted on Twitter slating Sapient for not understanding how digital works. The topic hit trending, people clearly unhappy Sapient didn’t seem to understand that if you want the world to see something, you have to be ready to hear what it thinks. That’s the uncensored beauty of social networking.
Obviously Sapient panicked, realising they were about to get a lot of negative press, quickly taking the video down. But by then it was too late, the public had taken to their keyboards.
The lesson? Big agencies beware, you can control comments on your site and company blog, but it’s virtually impossible to moderate social media networks. Once the world has it, their opinions own it and your agency. It’s just whether you’re man enough to stand up to them.
Finally, if you haven’t already seen the (now famous) video, now’s the time to turn up the cringe-factor!