It blows my mind how

1) a company like Target can claim that something clearly branded to their advocates is “not endorsed” by their company (in my world if you farm something out you are ultimately responsible for it) 

2) how whoever was responsible didn’t think that “it’s our little secret” sounds outright sketchy and unethical

3) how large companies like Target and Wal-Mart haven’t hired a dedicated social media agency.
 

Wal-Mart did hire an agency supposedly skilled in social media. Edelman got just as much egg on their face as Wal-Mart did for their fake blog campaign. Target says the mis step came from the agency they used to run these programs online.  So it seems that’s not always a safe bet either.

What’s needed is a real understanding of the ‘rules of engagement.’  And a willingness to be transparent, honest and ethical.  

Target reached out to a group called “The Rounders” ( a group of students who receive discounts and products from Target to share with friends and to provide feedback) to promote its Facebook page.  Nothing wrong with that. However an email was sent to these young folk asking them to keep their Rounder status ‘like, a secret’ when interacting on the Facebook page.

Target says the intent of the email was not to hide the affiliation with Target.  It was to prevent the Rounders from dominating the Facebook group.

What do you think?  Here is the message

“Your Mission: Try not to let on in the Facebook group that you are a Rounder,”

“We love your enthusiasm for the Rounders, and I know it can be hard not to want to sing it from the mountaintops [and in the shower, and on the bus]. However, we want to get other members of the Facebook group excited about Target, too! And we don’t want the Rounders program to steal the show from the real star here: Target and Target’s rockin’ Facebook group. So keep it like a secret!”

If there were ever a case of sticking your neck out and asking for it to be chopped right off, this is it. In no time at all Rosie Siman, one of the Rounders who received the request, posted her concerns on the Facebook page for all to see.

“You’re essentially asking people to lie for you,” Siman said. “People will be seeing all these posts saying, ‘Target’s awesome’ and they don’t realize they’re coming from people who essentially are being paid to promote Target.”

Now it has escalated into mainstream media and bloggers are having a field day with it.  target is backpedaaling and doing damage control. The agency is saying ‘no comment.’

PR Lesson:  If you engage in social media you’re talking to real people with strong opinions and a way to talk back. They are not segments or eyeballs. Treat them as you would a group of close friends.  Respect them and listen to their needs. Don’t lie to them and don’t take advantage of them.

If you do it right they will have your back.  If you do it wrong they will hang you out to dry in public.