Trafigura proves the power of WOM
By Molly FlattI’m fed up with having the same old conversations with sceptical corporate dinosaurs about the value of social media. They always latch onto Twitter as enemy no.1: brainless drivel perpetuated by C-list celebs, an indictment of our shallow and self-obsessed society, blah blah blah.
Yes, like all human communication, Twitter is frequently full of nonsense. But it also has moments which indicate why word of mouth is so much bigger and more powerful than marketers griping about their cold breakfast bap, and last week’s Trafigura scandal is an excellent example.
Trafigura, a London trading company, had been served a lawsuit claiming that 30,000 Africans were being injured by their dumping of toxic sludge. They exploited a legal loophole around ‘super-injunctions’ ensuring that the embarrassing document and court proceedings would be kept secret. But last Monday evening, frustrated journalist Alan Rusbridger tweeted about how “Guardian prevented from reporting parliament for unreportable reasons.”
As he says, “Twitter’s detractors are used to sneering that nothing of value can be said in 140 characters. My 104 characters did just fine”.
The Twittersphere exploded into action, expressing outrage, seeking out as much information as possible and hashtagging relevant discoveries, with legal experts and regular folk alike uncovering relevant papers and precedents. ‘Trafigura’ became one of the top search terms throughout Europe, the overwhelmed company gave up their attempt to control secrecy, and the scandal was exposed. For the full story, check out Rusbridger’s own account here, today’s Guardian blog and the Twitter discussion still going strong.
Sure, Twitter will probably soon seem outdated as it evolves beyond recognition, or other platforms grasp the social zeitgeist. But the Trafigura affair beautifully demonstrates that the mindset underpinning social media – one of community empowerment, citizen journalism and rigorous transparency – is here to stay. And that it effects real change.
