Modern technology has created an array of outlets for the public to share their every thought and opinion. People turn to Facebook, Twitter, Instagram, Pinterest, blogs, and more to express themselves and share their views. Each outlet offers a different mode of expression, some through words, others through pictures. What these all have in common, however, is a username – an identity – attached to each post.
With an online universe of contradicting opinions, confessions, and secrets, it was only a matter of time before an outlet evolved allowing the public to express their personal thoughts without revealing their identity. Apps such as Whisper and Secret allow users to post “secrets” while their usernames remain anonymous. This creates spaces where people feel safe to vent, reveal their darkest secrets, and admit their most embarrassing stories.
PR Week recently wrote an article on the topic of anonymous gossip apps, in which Lewis PR VP Katie Pierini said, “Anonymous apps don’t yet allow brands to enter and influence the conversation exactly where and when it is taking place.” That might make it difficult for PR professionals to do any damage control that may be necessary. The anonymous gossip websites and apps are so far primarily used for such things as embarrassing stories, love confessions, or other personal topics that may be too personal to share on the more common types of social media, such as Facebook and Twitter. Therefore these topics are not typically concerned with brand or company complaints.
Thus far in their short lives, Whisper and Secret have not yet posed a major threat for PR professionals, even though upon first look these outlets appear to grant power through anonymity. This anonymity, however, ultimately gives the post less credibility and therefore may not be as potentially harmful as other comment sections, about which I recently wrote. PR professionals, I noted, are often rebutting “trolls,” or negative commenters, who will continue to pose problems because of the sense of credibility behind their names.
But, surmises Allison Knaupe, SVP of digital and creative at Hill+Knowlton Strategies, “Unsourced complaints are to consumer service departments what unsourced articles are to researchers: useless.”
That said, Pierini pointed out the opportunity these sites have, believing that “the communication-building made possible by these tools will also be great for grassroots causes and events.” The article further argued that it’s not that these websites and apps will become chatter ground for brands and companies, but that it’s important to note the changing behavior of consumers. Consumers now have access to a variety of apps that are specific to their certain behaviors, interests and even local communities. PR professionals will need to be vigilant and aware regarding the variety of segmented apps and the way the public is changing their social media use.