Hearts and minds: one of the images tweeted in response to the #MyNYPD campaign. Photo: Twitter
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Not what they had in mind: when Twitter campaigns backfire

The NYPD’s calls for the public to tweet photos of them with officers has gone spectacularly wrong, with a torrent of photos of police brutality. But they are far from alone.

Yesterday the New York Police Department invited citizens to post photographs of themselves with police officers using the hashtag #myNYPD. Perhaps inevitably they were not inundated with photos of grinning kids slurping sodas on brownstone steps posing with their friendly neighbourhood cops but a whole torrent of images of police brutality. In answer to the NYPD’s initial tweet “Do you have a photo w/a member of the NYPD? Tweet us & tag it”, the Occupy Wall Street account tweeted a photo of protesters and cops fighting, with the caption “changing hearts and minds one baton at a time”. Many more similar uncosy images followed.

Within a few hours, over on the West Coast, the copycat #myLAPD  had also started up, full of similarly non-heartwarming images of Los Angeles officers not posing with sun-visor-toting snowbird grandmas...

The misguided callout is just the latest in a long line of Twitter awkwardness that could come direct from the minds of Armando Iannuci or John Morton. Here a few other famous fails:

1) Waitrose

In September 2012 the super(up)market Waitrose exhorted shoppers to “Finish the sentence: “I shop at Waitrose because _________ #WaitroseReasons.” In reference to its reputation as the grocer of choice of the Ottelenghi classes, many of the spoof tweets it got back were perhaps not what it had in mind. Though it’s possible they were in on the joke all along, later writing: “Thanks again for all the #waitrosereasons tweets. We really did enjoy the genuine and funny replies. Thanks for making us smile.”

And so on...

 

2) McDonald's

Earlier the same year, hamburger behemoth McDonald’s had cheerily encouraged diners to tweet their #McDstories. On January 18, the chain sent out two tweets with the hashtag, in an attempt to highlight the "hard-working people" who provide McDonald's with their food. Sadly the McFlurry of anecdotes sent their way were not exactly along the line of “That time I had my party in Mickey D’s and Ronald McDonald came by – awesome!!” or “I *heart* Filet-O-Fish”. They soon pulled the campaign.

 

3) Home Office

More sinisterly, last August following its cockle-warming “Go home or face arrest” vans aimed at illegal immigrants, the Home Office had the brainwave to take its campaign cross-platform and, in a horrifically Orwellian update on Police Camera Action, begin live-tweeting co-ordinated raids across the country using the tag #immigrationoffenders. Open and honest, perhaps, but it was the apparent pride in the arrests that offended many:

4) J P Morgan

Over in the world of finance, in November last year the banking giant J P Morgan was mocked by Twitter users after it called for questions to one of its senior executives using the hashtag #AskJPM. More than 6,000 negative responses later, the bank was questioning the wisdom of soliciting comments on social media in the all too recently post-crash era. 

Yet for corporate brand managers, perhaps all publicity remains good publicity.

5) Starbucks

Again in 2012, fast looking like the ground zero year for public/corporate Twitter interface, the coffee chain Starbucks campaign to “spread the cheer” at Christmas was spectacularly mistimed, given it had recently been in the news for paying only £8.5m in tax in the UK since it had launched in 1998. Inevitably its spiced-pumpkin-latte, Deck-the-Halls joviality was hijacked by a slew of somewhat less tinselly bon mots. The company displayed its campaign on an electronic billboard in the National History Museum in London, but failed to check the messages before they went public...

And finally...

Who could forget the glittering invitation to the launch of the Scottish songstress Susan Boyle’s new album that was unfortunately tagged #susanalbumparty? We, for one, can’t - and very much doubt Susan can either. 

I'm a mole, innit.

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Young voters lost the referendum but they still deserve a future

It's time to stop sneering at "crap towns" and turn them into places young people want to stay. 

What a horror show. A land-slide 75 per cent of young people voted in favour of Europe. The greater numbers of the over 65s met that force with 61 per cent against. Possibly the greatest divide in our country turned out to be not gender, not race, not even party politics, but age. The old and the young faced off about how to run our country, and the young lost. 
 
What have we done to our future? Well, whatever happens now, leadership is required. We can’t afford to have the terms of the debate dictated by Brexiters who looked as shocked at the mess they have made as Stronger-Inners are distraught. We can’t afford to wallow either. Young people across this country today are feeling worried and let down – failed by all of us - because when their future was on the line, we were unable to secure it. We – those who believe we achieve more by our common endeavour - all feel that deep worry, and all share in that shame.

How we should all rue the choice not to allow 16 and 17 year olds to vote. And quickly re-ignite the campaign for votes at 16.

But young people don’t need our worry or our pity or our shame. They need a better chance and we need to give them one. I believe passionately that the future for this country was as a leader in Europe, but that does not mean we give up on our future now. For Labour, the challenge now is to work out how we can build a better future for all our people and communities. The sky has not fallen. The UK is still a rich country.

Beat recession with better housing

Let’s start with housing and development. It is no longer good enough to simply set targets with no possibility of meeting them. The housing crunch has killed off the chance of owning a home for many young people, and left thousands at the mercy of cripplingly expensive rent.  The housing market is broken and we need to build much faster in high growth areas like London and Manchester at the same time investing in restoring low quality housing in our northern towns, in Scotland, Wales and in Northern Ireland. 

In policy terms, we should be asking the Local Government Association, the Infrastructure Commission, and the construction industry itself, to collaborate on a counter-Brexit house building plan with a focus on areas where there is a clear market failure. We could get a champion of industry and construction such as my old Network Rail boss, Sir John Armitt, to be in charge, and lead a national mission to build and rebuild homes.

In the last parliament, Osborne first tried the "tighten our belts" approach to speeding up growth. He failed, and then tried plan B: investment for growth. Now we have the possibility of another recession on the cards and may well need to use investment to stop our economy grinding to a halt. Now - or possibly sooner - would be an excellent time for a national building project like this housing plan.

Stop sneering at "crap towns"

On economic development, it is clear that Labour needs a strategy for giving our northern towns an economic future and linking them up with the modern economy. When cities grow, and towns fall behind, those towns are a breeding ground for frustration. This is not just about cuts, it is about the uneven distribution of the benefits of globalisation. The Brexit vote was centred around areas that justifiably feel they have lost from the last decades. We need to make sure they win from the years ahead.

For far too long, there has been a sneering "crap towns" attitude. These places can offer good housing, community, and a decent life. But the problem there is work. In many of our towns, there is too little to do that can offer a young person a career tomorrow as well as a shift today.

Because, as it happens, the biggest driver of low pay tends to be skill level, not immigration. 

Teach the skills we need

Of course we should stop exploitation of migrant workers who undercut others. Let's tell firms that use exploitative agencies they can't work for the Government. But you can’t raise wages without changing the structure of the labour market. It’s not just about replacing one set of workers with another - you have to raise the level of wages that those workers can command. Because the truth about work in too many places is that most of the jobs available are either those with the low status of care work (though it may be highly-skilled work), or industries with a high volume of low-skilled work such as retail and hospitality. But from there, there’s nothing to move on to. The brain drain to cities has consequences.

Leaving Europe will shut off economic opportunity across the country to many young people.  Frankly, we owe it to them to work like demons to offer them something better closer to home.

We need a social partnership for skills and work. The Confederation of British Industry and the Trades Union Congress working together to deliver an urgent plan for training and career progression in the towns with stagnant labour markets and low skills. We need to find a way to stop the brain drain that sucks the talent out of the places that need it the most, using the experience of programmes like Teach First. When the best people feel they have no reason to return to where they grow up, it is both a sign of a deep problem and also demoralising evidence of decline for those left behind.

And our new metro-mayors must pay as much attention to the towns in their region as well as the city centre. No one left out, no one’s local shops lying empty whilst a city down the road flourishes. And no schools failing, either.

It is undeniable that people voted for change in the referendum. The problem is that the change they voted for will do little to solve the problems they face. Labour’s role is not just to point this out, but to offer a vision of real meaningful change. 

Not easy, perhaps. But one thing is for certain, mouthing platitudes about "hearing concerns"and offering only symbolic gestures has been tested to destruction. People deserve better and we need to offer it to them.

Alison McGovern is the Labour MP for Wirral South

Alison McGovern is Labour MP for Wirral South.