How the Boy Scouts Blew It On Facebook

Are we really still discussing this? It’s hard to believe, but yes we are. Another example of lame-brained Facebook behavior from a large organization that can’t seem to get out of its own way. This week’s contestant? The Boy Scouts of America.

I ran across the exchange below in my Facebook stream. It seems Wells Fargo was celebrating their continued support of scouting with an event, photo opp, etc. and posted this on their Facebook page. All great. Predictably, the posting got a comment, highlighted in yellow below, decrying their exclusionary practices, which are well -known.

See below:

I have no problem with an organization making decisions about how they want to operate, even if I don’t agree with their point of view. What I have a problem with in this case is that once again, a large organization with a lot to lose when things go wrong got it VERY wrong on the social networks.

If you’re going to to engage on these platforms, your point of view is going to be front and center at some point. If you stifle discussion of that point of view, you appear to be hiding something or afraid of the interaction. You also raise the profile of the very thing you’re trying to avoid and open yourself up to bigger headaches. In this case, they have reminded a new group of Facebook readers of their exclusionary policies, lost a long-time supporter and fund-raiser, and appeared opaque and untrustworthy.

What do you think? Is Facebook an appropriate venue to discuss your brand’s philosophies? If not, why are you there?