This article discusses how Taco Bell used Social Media to defend itself against the negative onslaught of a report stating its meat wasn't all it claimed to be. Now, online networks such as Facebook and Twitter are simply vehicles for information. Of course, any spin worth mentioning would generate the motivation for thousands to millions of viewers to look at something with fresh eyes. Therefore, the deft use of social media tools can serve to mitigate or even counter the effects of a potentially devastating campaign.
In the heyday, a 'smear' campaign, whether valid or not, typically had such a disastrous effect on the focal person/thing, there was no undoing it. Nowadays, with the virtually widespread development and use of social media around the world by the majority of the population, giant corporations such as Taco Bell, Toyota or Pizza Hut have the same weapons in its arsenal to fight a balanced war. How skillfully each one wields this particular tool can mean the difference between barely surviving or continuing to thrive. Toyota launched a massive and transparently honest campaign to remind buyers (of the car and stock) of it excellent track record to stave off a huge letdown in confidence. Taco Bell appealed to consumer's common sense about fast-food to soften the blow in this health-food kick society. Unfortunately, Pizza Hut did not. I thought this was very interesting.
http://oursocialtimes.com/index.php/2011/01/taco-bell-fights-back-in-social-pr-battle/
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