The Kryptonite bike lock movie was a key event which made PR practitioners start to think seriously about the impact of blogging on organisational reputation. A couple of campaigns, aimed at Cadbury and HSBC, might well have similar significance for those who are trying to explore the implications of Facebook for reputation management.
Cadbury is reintroducing the Wispa chocolate bar, apparently in response to Facebook groups like Bring back the Wispa (1,351 members, Aug 25) (BBC story: Web campaign prompts Wispa return); HSBC is under fire in groups such as Stop the Great HSBC Graduate Rip-Off! (2,621 members Aug 25) for its decision to charge interest on previously free student overdrafts (Guardian story: Now it's Facebook vs HSBC).
Comments like these are presumably rather unhelpful as HSBC battles to recruit students going to university for the first time in September:
"I'm leaving HSBC next week as well! We need to show them that they cannot just not keep their end of the bargain and get away with it! Its outrageous! I feel so cheated."
"We need to warn new students to stay away from HSBC...would setting up a new group help? Opinions please!"
The Wispa campaigners used a rather more direct PR technique when they joned a stage invasion during Iggy Pop's set at Glastonbury.