What North Korea could do than getting a Twitter account

So now we know North Korea's on Twitter and Facebook. Of course, not so much to network as to spread rogue propaganda. And so their YouTube account has more than 80 videos. The series of clips include condemnation of 'warmongers' South Korea and the U.S. for the blame North Korea endured in sinking a South Korean warship.

Yawn. What do you expect?

Getting on a social media platform sure gets the word out to whoever's networked. But it may not a do thing about a change in attitude. I wonder how many people interested will view the videos or tweets and change their mind about a dictatorship that denies its own people the right to access or use the very same media?

A change in attitude towards a brand won't happen just because it gets on social media networks. It would happen only if what consumers 'believe' (read, cognitive component) or 'feel' (read, affective component) about the brand is altered. And that requires a carefully crafted communication campaign. Maybe even repositioning. Sure, social media can be included in the campaign, but like I said, its mere inclusion won't help.

Rather than getting on a social media network, I wish the North Korean dictators did something about what really mattered. Like for example, open up social media to its own people. And if they did that, the positive perceptual impact it would have on the rest of the world would be far greater than getting social media accounts and uploading propaganda material.


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