Social Business Process Design #23 (“Kill Switch”)

Mobile applications conceptKILL SWITCH “KILL SWITCH” is a social business process to prevent scheduled post from launching in the event of a “trigger”.  Triggers are easy.  Way easy.  The problem is implementing the business rules around the trigger.  You can’t launch a campaign at date and time when the global conscience decides to shift.  YOU must prevent your campaign or ad from launching when the global conscience shifts.

SO!  Here’s the design and implementation plan:

Every campaign (rather adwords, twitter or Facebook) asks the creative director for “Kill Switch” triggers.  Coming to a movie theatre in your hood very soon.

Phase 1:

keyword phrases.  very easy to implement.  but not that useful overall.  If you sell tomatoes you don’t want to launch at date and time if “Tomato GMO” just went wrong.

Phase 2:

Sentiment.  more difficult.  but possible.  reading the global conscience will become easier over time.  TWITTER will win this battle and war.  Sorry Facebook.  but Twitter will be able to read sentiment better than you in near realtime.  Facebookers have a 15 minute delay built in.  It’s just their nature.

Phase 3:

Reading LOCAL versus global sentiment. Local businesses need a kill switch when a local major event occurs.  Never launch when a school is closed (or any major local event occurs).  You will just be white noise at best. At worse your brand will look insensitive.  And your customers will NOT be happy.  They may even boycott you.

You can thank me later 🙂

Author: John Rector

John Rector is the President at Social Media Target, LLC. He is the co-founder of E2OPEN. His high-converting ads are seen by millions of social media users daily. At IBM, he implemented Supply Chain Management (SCM) solutions at the top 50 electronics companies in Asia, The Americas and Europe. He is the winner of six Golden Circles.

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