Skip to Content

SAP Mentor Anne Katherine Petterøe created a Facebook group to protest the change of Facebook’s Terms of Service(TOS). It reached 135K members within days and forces Facebook to go back to their old TOS version. In this SAP Mentor Webinar Ann Katherine Petterøe tells the story and we talk about the lessons we can learn from it.

SAP Mentor Anne Katherine Peteroe during SAP Mentor Webinar

 

What happened in the last two weeks? 

  • Facebook      changes Terms of Service:
         We own all of your content even if you leave our site.
  • SAP      Mentor Anne Katherine Petterøe especially frustrated that Facebook tried      to sneak in the changed TOS starts Facebook group:
         People Against the new Terms of      Service (TOS)
  • She      invites all of her friends including lots of SAP Mentors to join the      group. They forward her invitation to their friends.
  • Dennis      Howlett from ZDNet picks it up and blogs: Here, here, here, and here.
  • Anne      tracks twitter ‘TOS Facebook’ messages via Twitter      Search and pings folks to join her group.
  • Wolf      Blitzer on CNN picks up the story when the group had just about 4000      members.
  • Within      days her group tips and has now (March 2nd) over 140K members (There were      other groups created, but they didn’t get traction.)
  • Facebook      goes      back to their old Terms of Service creates Facebook      Bill of Rights and Responsibilities group to discuss TOS. (In      the meantime Mark Zuckerberg posted a blog     where they outline their way forward with Facebook Principles here     and the Statement of Rights and Responsibilities here.     
  • Anne      had radio interviews, was on national TV, many articles      were written including New York Times, and the most prestigious of them      all: An appearance as guest of honor on the SAP Mentor webinar 😉
  • Even      after Facebook changed back to their old TOS, the group is still growing by      many thousand members every day.

 

What can we learn from this experience?

(We ran out of time to really discuss this in depth. Let’s continue in the comments at the end of this post. Here are mostly my lessons learned)

  • Our social      network/graph is giving us a big lever to change things to the better.
  • It      doesn’t matter where we live for an idea or issue to be picked up.
  • Take      emotion out of your request to have broad appeal.
  • It is      great to have connected folks like SAP Mentors in your social network. (Of      course I am super biased with this claim and it is tough to proof. Let’s      say it is great to have SAP Mentor Dennis Howlett on your team, as I think      his prolific blogging tipped the scale.)
  • It is essential      as a company that is operating in the public view, and which one isn’t, to      have processes in place to react to such criticism. Ideally you want to work      with the most influential spokespeople in advance. (Cue up the SAP Mentor hymn 😉

 

Anne Katherine Peteroe on National TV in Norway

Anne it looks like you and your 140K friends made Facebook a better listener. That was so needed and at the end will make them so much stronger. Who’s next? Lot’s of organization needs hear that wakeup call. I am proud to know you and have you in my social network. That you are an SAP Mentor too, is icing on the cake.

To report this post you need to login first.

6 Comments

You must be Logged on to comment or reply to a post.

  1. Prateek Raj Srivastava

    In my opinion, these incidents really encourages the community members to understand the collaborative capabilities of an extensive network. A clear advantage with this case could be seen wherein without Anne’s initiative, this very much neglected TOS could have turned up to become a privacy/copyright breach.

    While listning to the discussion, came to know that something is going on with SDN too 🙂

    I have read a few articles about the Social Trends studies across the globe. Its catching up very fast I guess.

    Thanks Mark for sharing this!!

    Best Regards,

    Prateek

    (0) 
  2. Prateek Raj Srivastava
    In my opinion, these incidents really encourages the community members to understand the collaborative capabilities of an extensive network. A clear advantage with this case could be seen wherein without Anne’s initiative, this very much neglected TOS could have turned up to become a privacy/copyright breach.

    While listning to the discussion, came to know that something is going on with SDN too 🙂

    I have read a few articles about the Social Trends studies across the globe. Its catching up very fast I guess.
    Thanks Mark for sharing this!!

    Best Regards,
    Prateek

    (0) 
  3. Vijay Vijayasankar

    First off – Anne Rocks! This is a terrific achievement.

    This kept me thinking (again) on possiblities of social media to champion causes, and to market ideas and products. Two things come to the top of my mind.

    1. It is awesome to note that Anne used facebook to fight facebook !. I am prompted to say – way to go Anne …and go Facebook ! How many other media owners would let this happen, and that too for free? Can we take even a paid advertisement in NY times or CNN and use it against them? or god forbid let oracle fans use SCN to do a mass campaign against SAP?

    2. It is not the media alone that seems to be important – it is also who you know and what your (and those of your network) credentials are. If some one less competent and established as Anne said boo, how many people would have joined the chorus? I wonder whether companies will start hiring movie stars to blog and tweet about their brands now – maybe they already do that.

    (0) 
  4. Vijay Vijayasankar
    First off – Anne Rocks! This is a terrific achievement.

    This kept me thinking (again) on possiblities of social media to champion causes, and to market ideas and products. Two things come to the top of my mind.

    1. It is awesome to note that Anne used facebook to fight facebook !. I am prompted to say – way to go Anne …and go Facebook ! How many other media owners would let this happen, and that too for free? Can we take even a paid advertisement in NY times or CNN and use it against them? or god forbid let oracle fans use SCN to do a mass campaign against SAP?

    2. It is not the media alone that seems to be important – it is also who you know and what your (and those of your network) credentials are. If some one less competent and established as Anne said boo, how many people would have joined the chorus? I wonder whether companies will start hiring movie stars to blog and tweet about their brands now – maybe they already do that.

    (0) 

Leave a Reply