Addressing the Viral

When someone's rant goes viral (like the 12 million view "United Breaks Guitars"), what is a company to do? United tried to diffuse it by playing along and saying it was a "learning moment." But, what if it's not a company that so many already loathe. What if it's a destination that so many love...and that so many more have on their bucket list?

Australia is facing that today as a YouTube video has gone viral to the tune of 4 million views. In the video are scenes of a French tourist being heckled, racist slurs being thrown and a generally unflattering view of a country that has been previously perceived as inclusive and laid back.

And, of course, Australia is. Just not on this drunken bus on this particular drunken night.

You can say, WTF...only the French will take offense. But, that misses the bigger picture. Will other ethnicities change their view of the Land Down Under if they see this video?

Part of me believes that, if you're Australia, you just let this go and reinforce your brand around the world. It's just one incident. But, then again...the world is Video. It's how we make our decisions because it's real-er than pictures and copy.

How much of a stretch is it to think that even English-speaking people could meet with such hatred? Those of us in America, Canada and the UK may be Australia's "brothers and sisters." But, we still are foreigners encroaching on some of their neighborhoods where we might not be welcome.

Your thoughts?

Comments

[MA]

Yuck. Racism is ugly. I used to work in an area that had a small group of nutjobs that regularly spouted off racist remarks in front of media. We're talking a small group less than 50 people. Tragically the media always covered the group's message of hate. Because of the media spreading the message of that small group they tarnished the destinations reputation for two decades. It's stunning the amount of damage a few loudmouths can cause.

[Bill Geist]

I get that the guy that posted this video wants to call out the bad eggs. But, it's that unintended consequence I often talk about that concerns me. Because now, there will be those that think this is stereotypical...when it is so not.