Taco Bell, Twitter, and the ‘join ‘em’ theory

In reading part one of Forrester Research’s The Groundswell, I took one thing to heart: the internet is not beatable. While there are ways for corporations to combat the abuse that they might take on blogs, social networks, and other internet forums used for product reviewing purposes, the most likely solution for corporate heads is to join the groundswell itself. Like the author says in chapter one, “if you can’t beat ‘em, join ‘em.”

I found that this phrase pertained well to today’s social networking godzilla, Twitter, and one of today’s most notorious fast-food corporations, Taco Bell.

Taco Bell has been known to get the worst from fast-food critics. In 2011, an Alabama law firm sued Taco Bell in a class-action lawsuit for false advertising, as it was revealed that Taco Bell’s beef contained only 36 percent actual beef.

This, along with other constant criticisms from consumers have led Taco Bell to be one of the ‘worst’ fast food chains in America, according to a survey conducted by Consumer Reports months ago. Yet, people still come back to Taco Bell because of its low prices and convenience.

One would think that Twitter and other groundswell mediums would destroy a corporation as corrupt as Taco Bell, especially in an age of increased health awareness. To an extent, this assumption is viable, as there will always be tweets like this one

To combat this, Taco Bell chose the only real option when faced with the relentless pressure of groundswell-induced criticism- it chose to join the Twitter world, and take the pressure off of itself by becoming one with its customer.

Taco Bell is one of many fast-food corporations, such as Arby’s, that uses Twitter as a PR tool. Taco Bell is different, however, because it not only promotes its product, but also interacts with its customers and even uses trendy slang that appeals to its audience.

In doing this, Taco Bell has chosen to use the groundswell to fight the groundswell. While Twitter and its ‘groundswell appeal’ could ultimately drive people away from Taco Bell, Taco Bell is using Twitter to bring its customers right back.

As I read part one, I thought of large (and criticized) corporations like Taco Bell, who have chosen to embrace the groundswell and use it to improve their product. And, in turn, I craved tacos.