COYNE: “Labatt spat over Magnotta photo shows some companies still don’t get social media” (National Post, CA)

In Andrew Coyne’s latest column, he raises important questions about the implications of social media for corporate brand imaging.  Labatt recently threatened to sue the Montreal Gazette after it published a picture of infamous alleged murderer Luka Magnotta drinking a bottle of Labatt Blue on its website.  The company withdrew the suit following a backlash by Twitter users, which was in part led by Coyne himself.

Coyne has little sympathy for advertisers, arguing they should accept brand criticism and allow for a more realistic discussion of their products.  As a journalist, he is understandably biased toward supporting journalistic freedom over corporate image.  Coyne is also a prolific ‘tweeter’ and seems to enjoy the role of social media in cutting through the fantasies corporations try to build around their brands.  Consumers don’t believe drinking a specific beer will win them girls anymore than they believe it will turn them into a cannibal.  Coyne argues advertisers should accept criticism and realize that they can’t control every aspect of their product image in an age of social media.

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