When Social Media becomes The Message : The Gulf Oil Spill and @BPGlobalPR

Nearly everyone has something to say about BP’s oil spill, and from a public relations perspective, the company is floundering. Both its stock price and brand value have taken a deepwater dive, and it is struggling to make its own voice heard.

When you Google "BP PR" or "BP public relations the top organic result is @BPGlobalPR, a parody account on Twitter with more than 175,000 followers.

In contrast, BP’s official account, @BP_America, has only 15,000 followers. The satirical @BPGlobalPR is dominating the online conversation. It is an object lesson in how social media can shape and control a company’s message during a crisis...

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