Recently we were all treated to two vastly different lessons in social media-driven brand damaging -- and damage control: Steve Harvey was attacked successfully via YouTube by his ex-wife Mary, and Taco Bell used social media to defeat brand-damaging attacks.

In one of the most commented events on Black Voices last week, readers reacted to Steve Harvey's ex-wife firing a fusillade of allegations against the bestselling relationship author via a series of YouTube videos. At the same time, an Alabama law firm filed a class action suit alleging that Taco Bell's taco meat is less than 35% beef. While both Harvey and Taco Bell decided to respond to the allegations against them with threats of litigation, Taco Bell attacked its critics head on with a hint of humor using Facebook and YouTube. Harvey, on the other hand, relied on statements sent via his lawyers filled with personal attacks on his ex-wife.

There is a lesson here in where the real power lies, if you have to pit lawyers against popular sentiment. As we shall see, Taco Bell used social media against the law and emerged victorious. Steve Harvey? It remains to be seen, but he is still struggling.
Harvey's ex used YouTube to perfection, spreading the word of Harvey's alleged mistreatment without spending a dime. Many offered her a sympathetic ear, and took her side. Steve could have stirred up the emotional support of his fans via Twitter, but chose a more formal route. Here's Steve's response, first reported on Black Voices, which did not exactly strike at fans' emotions:

Harvey's lawyer, Bobbie Edmonds, released a statement in response, saying they were appalled and aware of the videos and other fabricated documents. According to Edmonds, the videos "contained false, misleading, derogatory, disparaging, malicious, explicit and slanderous information," which led them to be "saddened" that Mary "has resorted to such devious and selfish behavior, with a reckless disregard for their minor son, her adult son and Mr. Harvey's other children." (Black Voices)

Harvey didn't rebut the allegations specifically, and some chose to view this as Harvey taking "the high road." (Calling someone devious and selfish is hardly taking "the high road," but I digress.) The point is that Steve did not match Mary's direct emotional plea with a similar response. Plus, Steve and his wife Marjorie issuing statements threatening the ex was like an elephant kicking a mouse -- someone who is more powerful kicking someone who's weak. Mary is bitter yes, but still weak. After all, Mary had to take to YouTube to launch this attack and compete for attention against incredibly cute babies and kittens. The public must have really been moved to have responded as they did. The fact that Mary is still garnering public sympathy says a lot about the power of social media to promote emotional connection. With all that emotion on her side, it would take more than lawyers to protect Steve's reputation.

Yet, Steve Harvey decided to play hard ball with his former wife, didn't get personal with the fans, and the result is that his relationship expert status has been harmed. Could he have taken a softer social media-based approach, and succeeded in escaping this firestorm? It's safe to guess that it could have been so.

Taco Bell on the other hand was relatively direct about its response to allegations that their tacos contain little beef, cheeky even. They thanked their accusers for suing them in ads running in major newspapers. They launched a simultaneous social media campaign featuring Taco Bell president, Greg Green explaining, via YouTube, that Taco Bell's "seasoned beef" is made up of 88% beef, 3-5% water, and multitude of spices including cocoa powder, plus a "proprietary blend of Mexican spices." Who cares if they have an outside firm verify this? The direct appeal using YouTube was enough for 88% beef taco lovers.

Taco Bell also took to its Facebook page to highlight ingredient-defending cartoon characters and gave fans an opportunity to declare their love for Taco Bell's seasoned beef. Taco Bell fans delivered:

i dont care if your meat is made of crap i would still eat it (Jonothan on Taco Bell's Facebook Page)

Let's all face it. No matter what it is (really) We like it or we wouldn't keep going back. I love Taco Bell Food. I think they are telling the truth. But really, truth or not, I'm eating it and will continue to eat it because it taste good. The calories and nutritional value will be the same no matter what they declare. I'm heading for the Border where the Bell rings loud and clear. (Yum Bob S. on Facebook)

Taco Bell skipped the personal attacks, lost the lawyers, and launched one of the most powerful social media weapons available: Self-directed public mockery. By the end of the week, the Taco Bell Lawsuit became the butt of jokes on Comedy Central -- while Mary Harvey had landed an interview on 'CNN Headline News.' Angry women have launched a Facebook boycott of Steve Harvey, while the increased attention on Taco Bell's "seasoned beef" is sending more folks running to their joints:

I ate taco bell twice yesterday. I haven't had it in months, but started craving it once I read about that stupid law suit. I think I am going to eat Taco Bell for lunch today, too. :) (John on Taco Bell's Facebook Page)

The fact that Steve still can't get out from under after lawyering up is eye-opening. What's the lesson to learn? It's that social media demands authenticity. Therefore, if you are going to respond to personal attacks via YouTube, you had better do so directly -- not through lawyers, surrogates or intermediaries. You can't compete with the emotions of the masses with legal documents. And it's always a bonus if you can talk to the public with relatively good humor. Mary Harvey won out because she was authentic, and Taco Bell turned the tables by being able to make fun of itself.

If you use social media in your professional life to defend your brand, be ready to keep it real and keep it funny. Facebook, YouTube and Twitter are powerful weapons for brand defending and brand destruction. This is something to keep in mind as we use social media in our work and personal arenas.

---

Gina McCauley is the CEO of the Blogging While Brown Conferenceand the blogsMichelle Obama Watch and What About Our Daughters. She is currently completing her first book, 'Michelle Obama Watch.'