Corporate social media — an oxymoron?

When your company is savaged on John Oliver’s show, wouldn’t you want to respond?

Companies have so many tools to do so these days. The days of tossing press releases to overloaded newsroom fax machines are long gone. We have Web sites (sorry, AP, but “World Wide Web” is a proper name, hence the capitalization) and social media. If a comedy/news program like Oliver’s does a segment on you, you can even play along so that you don’t look defensive while presenting another side to your business.

So here we are, 36 hours after Oliver’s segment on debt, which didn’t paint a flattering picture of DBA International. And what’s on DBA’s site, their Twitter account and Facebook account?

Nothing. Absolutely nothing.

Why even have social media accounts if you’re not going to try to turn a crisis into an opportunity?

Here’s the segment:

 

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