The power of social media made itself felt over the last two weeks achieving one of the biggest chart upsets in history. A Rage Against the X Factor campaign that began as a Facebook group, spread rapidly and has attracted 507,206 fans and counting. More fans than the Rage Against The Machine fan group itself which at the same time, had 468,778 fans. Started in the UK, the campaign soon spread worldwide through social networking websites such as Twitter, MySpace and Bebo, forums, blogs and about every other form of online communication. If ever there was an example of the power of social media, this is it: a global campaign, sales of 507,206 and all the hard work done by music fans. Traditional media formats also played their part, with high coverage of the battle in newspapers, magazines, on the television and radio. Further raising awareness about the Rage Against the X Factor campaign and perhaps more importantly validating the movement and inspiring more people to purchase Rage Against the Machine’s 1992 single. The 2009 Christmas Number 1 will not only be remembered for being a social media phenomenon, it’s also become the UK’s first download-only Christmas number one. Another victory for online marketing and ecommerce over traditional sales and marketing.
For online marketing agencies and businesses keen to improve their online marketing strategies the power of social media has been re-affirmed, particularly the potential of Facebook for businesses. The Rage Against the X Factor campaign also provides some valuable lessons about the circumstances in which social media can create a global buzz about a product or service.
Firstly, Rage Against the Machine’s “Killing In The Name” was an inspired choice for the campaign, a song about rebellion by a band who are the antithesis of the X Factor. Secondly, the X Factor backlash was poised to explode and the Rage Against the X Factor campaign gave it the perfect vessel. And thirdly, various charity campaigns were set up inspired by the Rage Against the X Factor campaign, improving social perception and the movements “brand.” Tom Morrello, Rage Against the Machines guitarist pledged that he’d donate the proceeds from unprecedented increase in sales to charity and announced they’d play a free Victory gig.
The Rage Against the X Factor campaign became a moral crusade, not only against X Factor but against the culture which X Factor is part of. Granted many cynics will be keen to point out that the X Factor’s Joe McElderry and Rage Against the Machine are essentially on the same label. But I don’t think the Rage Against the X Factor was about money and who’s pockets were getting lined, it was about reclaiming British culture (and yes, they are an American band).
So what have we learnt? That social media marketing should be engaging, it should inspire people to communicate about your campaign. Where possible you should be responsive to social trends, capitalise on current events or news. You should take every opportunity to promote any social responsibility initiatives such as charity donations or environmental activities.
