Social media 'can keep a myth going'

Social media has an ability to market myths even when they have been proved inaccurate, says a sector commentator.

Myths can keep going on social media, even when they have been proven to be false, according to an industry commentator.

Jack Neff, writing in his Advertising Age blog, claimed that it can be easy to spread industry gossip on social media such as Twitter or Facebook, but most importantly it seems to persist on this medium, even after correct accounts of an event are published.

He noted a case where a spoof letter to Proctor & Gamble was put up on a website and become hugely popular despite it being proved to be entirely false.

"It's part of a growing body of marketing myths and misinformation in social media: a sort of subsection of urban legends," he added.

The letter pertained to be from a disgruntled customer who disapproved of the company's Happy Period advertising campaign and rumours suggested there still endure today, commented Mr Neff.

In a previous Advertising Age Blog, Craig Daitch said it was a tough decision for brands to make as to whether they should "dip their toe" in social media, but the focus should be on sustained relationships with customers.

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