I starred: 社会媒体怎样放大了公众的愤怒

via: http://article.yeeyan.org/view/97257/208446

原作者:
来源How social media are amplifying customer outrage
译者东京树

How social media are amplifying customer outrage By Chris Taylor, Special to CNN

社会媒体怎样放大了消费者的不满     作者:克里斯 泰勒,CNN独家新闻

July 22, 2011 — Updated 1916 GMT (0316 HKT) | Filed under: Social Media

Editor’s note: Chris Taylor is San Francisco bureau chief of Mashable, a popular tech news blog and a CNN.com content partner.

格林尼治时间–2011年7月22日(0316HKT)|归档:社会媒体

编者备注:克里斯 泰勒,著名电视新闻博客玛莎波尔Mashable的圣弗朗西斯科分部主管,兼CNN网站的优秀合作者

(CNN) — Chances are, last week wasn’t a great time to be working at Netflix.

(CNN)–对于Netflix公司来说,上周很可能是一个噩梦。

After the company raised the price of its DVD and streaming media plan by 60%, it had to draft hundreds of extra customer service reps to handle the floods of irate callers.

这家公司把他们的DVD和流入式媒体产品按计划涨价60%之后,就不得不临时召集起好几百名消费者服务代表来匆忙应付骂声四起的顾客。

Netflix rival Redbox briefly became one of the most popular searches on Google. The Netflix blog announcing the price increase filled with 4,000 comments, nearly all negative.

Netflix的竞争对手Redbox很自然地成为了谷歌搜索里最火爆的词条。Netflix发布的涨价博客中充斥着4000多条评论,几乎所有的评论都是负面的。

But that number was dwarfed by the 79,000-plus responses on Netflix’s Facebook page — and that was just on the brief announcement linking to the blog entry.

但槽糕的情况远不止如此,Netflix公司的Facebook网页上链接了公司的博客网址,这下引来了79000多条的负面回复。

It was like angry graffiti, covering every inch of what is ostensibly a corporate wall. Netflix showed no sign of backing down, but the graffiti showed no sign of stopping, either.

如果把Netflix公司比作一面墙,这些愤怒的回复和评论就像充满愤怒的涂鸦,填满了这面墙的每一个角落。Netflix公司似乎没有打算退缩,公众的负面评价似乎也是无休无止。

On the phone, in e-mail, in the largely anonymous comments section of a blog — these are places where you generally vent your disapproval once and then slink away to be disgruntled alone.

在电话,电子邮件,还有大量的匿名的博客评论中,作为一个普通人,你往往会向诸如Netflix公司的博客发泄自己的不满,然后就消失于无形,再也不用为所说的话负责。

But is a social network different? The comfortingly clear identities of people who share your outrage, reinforcing your opinion with camaraderie and conversation — do these things stoke anger that would have otherwise fizzled out?

但是一个社会网络就不同了。大量的怀有同样的不满和愤怒的人们做出类似的评价,加强了这种愤怒–这样做的结果,是激化了愤怒,还是虎头蛇尾般地草草结束?

Does this environment inherently encourage people to take the next step, to turn from commenters to protesters, to organize, to boycott? I believe it may well do that. Here’s why.

这样的情况会不会鼓动人们进入下一步骤,让他们从发泄愤怒的评论者变成了声讨者,组织反对者,抵制商品者?我相信,事情很可能演变成这样,这也就是社会媒体如何放大了消费者的不满。

The cottage cheese protest

关于白干酪的抗议

Exhibit A in this argument, as you might expect, is the Middle East, circa spring 2011. But I’m not just talking about the Facebook-based protests that toppled governments or the social media campaign organized by brave women posting YouTube videos of themselves defying Saudi Arabia’s ban on female drivers.

你可能会猜到,接下来所说的案例大约发生在2011年春天,中东地区。但是我在这里并不是要讲在Facebook上的抗议,使得政府摇摇欲坠;也不谈为了反对沙特阿拉伯对女性驾车的禁令,大胆的女人们把她们自己制作的反对视频贴在了YouTube上,从而导致了社会媒体运动。

There’s a more prosaic but no less illustrative example in Israel, where the three main dairies all decided to increase the price of cottage cheese by 75% last month.

在这里我们要说一个简单但又不乏说服力的例子。上个月在以色列,三家大型的乳制品工厂共同决定把白干酪的价格提高75%。

That seemed like just another grumble-inducing rise in the cost of living until 25-year-old Itzik Alrov started a Facebook campaign calling on his fellow Israelis to let cottage cheese “stay in the stores and spoil until the price comes down.”

这像是另一个在生活消费方面埋怨和愤怒爆发的导火索,最终,一个25岁的年轻人Itzik Alrov在Facebook上组织了抵制运动,号召他的亲朋好友“在白干酪降价之前,让它待在商店里,直到变质烂掉。”

The group gained 105,000 adherents by month’s end. (Not bad for a nation of 7 million.) Suddenly, opposition MPs were dumping tubs of the stuff on the prime minister’s desk, and the finance minister was talking about importing cheaper foreign cheese.

这项运动在上个月底总共召集了大约105000人(以色列总人口7百万,所召集的人数不算少了)。很快,持反对意见的国会议员们就向总理大臣的办公桌上递上了大量的文件,接着金融部长也就开始商谈从国外进口便宜的奶酪。

The dairy companies promptly cut their prices. Here’s a tellingly bemused quote from one of their CEOs: “Something happened here, and it changed the rules of the game.”

随后这些以色列国内的乳制品巨头立即降价。其中一家工厂的CEO则说了一句让人迷惑的引言:“在这里发生的事情,完全没按常理出牌。”

Changing rules

改变法令

You can see those rules changing all over, if you watch closely. This month a woman in a Detroit suburb faced the prospect of 93 days in jail for growing vegetables in her front yard, in apparent violation of a local ordinance. Then a Facebook page supporting her went viral, thousands of strangers from across the U.S. signed her petition, and the town planners dropped the charges.

如果你细心观察的话,就会看到我们生活周围有些法令变得相当怪异。这个月,一名底特律城郊的妇女在监狱里度过了93天,原因是她在自家的门前小院里种植了蔬菜,而这样的做法明显违反了当地的一条诡异的法令。之后,Facebook页面上支持她的消息迅速扩散,全美好几千陌生人替她写请愿书,小镇政府只好废弃了这项法令。

The week before, fashion giant Versace was forced to stop its 500,000 Facebook fans from posting on its wall in the wake of a protest over sandblasted jeans (made in a high-pressure process that has been known to kill workers).

上周,流行品牌范思哲Versace被迫去阻止它的Facebook粉丝在墙上贴照片,这些粉丝们的举动则是在抗议范思哲旗下的风凌石牛仔服装(有报道证实,曾有制作这些服装的工人工作在超高强的压力下致死)。

And social media outrage added a dimension to the closure of the UK’s News of the World tabloid when axed staffers got into Twitter brawls with celebrities and ex-readers.

大刀阔斧的裁员让Twitter和社会名流吵的不可开交,这时社会媒体的愤怒从侧面推动了世界小报上英国新闻的终结。

No, not every protest is successful. Not every angry tweet matters. Not every online petition will force a company or a country to back down. And it’s too early to tell whether companies such as Versace will be punished for simply deleting protests.

当然,不是每一次的抗议都会成功奏效,不是每一次的愤怒都会引起注意,也不是每一次网络情愿都会迫使一家公司或者一个国家做出让步。要说像范思哲这样的公司是否会因强行制止抗议而受到惩罚,还为时太早。

Maybe that will turn out to be the social media equivalent of hitting the mute button. It’s also the kind of gamble on a company’s reputation that can keep brand managers up at night.

也许社会媒体终将成为按响沉默按钮的动力。这样把公司的声誉当作赌注的赌博也会让那些品牌经理们彻夜难眠吧。

Who wants to take that kind of chance? Far safer to let your customers vent and hope the storm will pass, as Netflix is doing. But that too carries the risk of a boycott — or a permanently damaged reputation.

没有人会愿意尝试一下公众愤怒,就像Netflix公司所做的,让消费者充分发泄愤怒,祈祷这场暴风雨尽快过去才是上上策,但这也带来了抵制商品的风险–甚至是公司品牌就此倒下,一蹶不振。

The opinions expressed in this commentary are solely those of Chris Taylor.

这篇评论文章中的观点仅仅代表克里斯 泰勒。

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at July 24, 2011 at 10:30AM

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