Talking about a humanitarian crisis requires prudence and precision.
That’s what Mark Zuckerberg learned the hard way after a virtual reality “tour” landed the CEO in hot water. The tour featured Facebook’s VR app “Spaces,” and showed a laughing Zuckerberg avatar straddling flooded streets and exclaiming how real everything looked.
Zuck’s cartoon avatar directed attention towards various features of Puerto Rico’s destruction while another Facebook executive remarked “it’s crazy to feel like you’re in the middle of it.”“Do you want to teleport somewhere else?” Zuckerberg’s VR avatar asked as he wrapped up his conversation about Puerto Rico. “Yeah maybe back to California?” another executive answered.
The video was panned on social media.
Mark Zuckerberg talks about the dire situation in Puerto Rico as an AR toon.
— Scream Porg 😱 (@GenePark) October 9, 2017
"Crazy to feel like we're in the middle of it."
End me. http://pic.twitter.com/a7mOoCIlHC
Mark Zuckerberg & friend "visit" Puerto Rico as VR cartoons.
— Paul Sacca (@Paul_Sacca) October 10, 2017
"Crazy to feel like we're in the middle of it."
Zuck hasn't cracked human code. http://pic.twitter.com/DjkuTRiB3e
i like the idea of viewing 360 vids in VR with other people but umm hey zuck? maybe don't high five in flooded puerto rico http://pic.twitter.com/qm8Ut8msSw
— Jonaghoul Parghost (@FirstChairSax) October 10, 2017
Zuckerberg has apologized.
After many commenters pointed out how offensive his VR tour was, Zuck issued an apology in the comments:One of the most powerful features of VR is empathy. My goal here was to show how VR can raise awareness and help us see what’s happening in different parts of the world. I also wanted to share the news of our partnership with the Red Cross to help with the recovery. Reading some of the comments, I realize this wasn’t clear, and I’m sorry to anyone this offended.
He also added:
When you’re in VR yourself, the surroundings feel quite real. But that sense of empathy doesn’t extend well to people watching you as a virtual character on a 2D screen. That’s something we’ll need to work on over time.
Some noted that Facebook was bringing continued coverage to Puerto Rico, keeping people engaged on an issue with waning media interest.
The San Diego Union-Tribune wrote:
Despite the criticism, many others on Facebook applauded Zuckerberg for keeping Puerto Rico relevant to audiences and for the $1.5 million he says the company has donated to help relief efforts there.“Thank you again for all your financial help. You have demonstrated in so many way how humanity is important to you,” one wrote .
Zuckerberg also used the presentation to promote Facebook’s partnership with the Red Cross using technology to help relief efforts.
Though few doubt Zuckerberg’s intentions, his livestream left him open to criticism and failed to communicate his desired message.
Here are some ways he could have avoided this gaffe:
1. Make sure your dry run explores more than just tech.
Surely Facebook checked its software before broadcasting a virtual reality session with the chief executive and the SVP of Social VR. Still, it’s hard to believe a dry run of the webcast wouldn’t have raised red flags about sensibilities for the communications team.
"It seems it would be way more effective if we could see your real faces. It is so distracting to have virtual characters reporting on a real disaster," one commenter said on Facebook.
If Facebook had broadcast a VR session to a test audience, someone might have noticed the inappropriate nature of the cartoonish avatars.
2. Always prep your spokespeople.
There should have been a pre-broadcast discussion about tone. The Facebook executives were caught up in the realness of the technology but failed to strike the right tone when discussing the calamity in Puerto Rico. The painful jokes and high-fives could have been avoided if the principals had been advised be more reserved.
3. When newsjacking, the news should lead.
It’s a common practice to co-opt a news story to juice a product or brand. However, if the campaign doesn’t lead with the news item, like a company’s response to a natural disaster, the company appears to exploit tragic circumstances for financial gain.
Instead of focusing on Facebook’s efforts to aid the island, the livestream focused on Facebook’s virtual reality platform.
4. Just apologize.
Many wan apologies contain the phrase “not our intention” or “to anyone it might have offended.” This language frames the apology as insincere.
Zuckerberg should have admitted fault instead of talking about his intentions. (No one doubted his intentions. People make mistakes and Facebook will misstep again as it continues to pioneer new technology. What critics wanted to know was that they were heard and that Facebook would try to learn from its mistakes.
How would you have worded Facebook’s apology, PRDaily readers?
(Image via)
from PR Daily News Feed http://ift.tt/2xAU1ey
No comments:
Post a Comment