It requires a basic understanding of Internet users.  The vast majority of people that use the internet are content consumers.  Sites are built to make this group of users be able to consume content easily.   On the other side, there’s a small percentage that create content.  Some are professionals, but the vast majority of creators toil in relative anonymity, but continue to produce.  These are the folks that create reviews at sites like citysearch and comment on newspaper stories.   They are, virtually by definition, incredibly eager to share their thoughts.

These content creators are the most vital and active Twitter users.  They see the power of the system to push out their message, and are eager to defend its virtue.  Twitter can provide a megaphone for content creators of prior obscurity, and further amplify the voice of a loud organization or celebrity.  Since psychographically they are the same as blog commenters, they aren’t afraid to provide input into any article written about their new soap box.  This creates activity and action on sites that write about twitter.  It creates a cycle, which is self reinforcing.

Oddly enough, it doesn’t yet matter if the masses adopt it.  It will, as the ability to push a message to the masses is what is attractive in the first place.  But for generating hype, it doesn’t matter.

There’s a lot that any business can learn here.  Your best customers are your most powerful advocates.  Make it easy to share your message and they will.  Also, never forget the value you are giving to your best customers.  Twitter provides value by giving a voice, and their best customers repay them by returning the favor in hype.  Nothing is more viral than that.

By implying that babies are a fashion accessory, J&J insulted the bond between a mother and a child.  This video on youtube shows a number of people’s feelings about the insult. Advertising Age provides an excellent overview of the time line here as well.

To my way of thinking the failure was in not actually having anything to say.  Any pain reliever could have said the same thing.  If all you have to say is that you understand your target, you’d better make sure that you actually do.  In this case J&J and Taxi clearly did not.

Pulling the campaign was the right move in this case, not because of the critics, but because it was very unlikely to be effective.  I would actually say they were fortunate that people were as vocal as they were so they could avoid wasting hundred of thousands in wasted media buys.

There’s a lesson here about “common interest” campaigns and social media.  The buzz will say one of a few things.  “Wow this brand really gets me” or “I hate it”  With the instant communication options open today, it would be very smart to monitor the buzz and react quickly.  If you get the Wow, ramp up.  If you get the latter kill it and listen to the reasons why.