How to NOT leverage social media: BP

I have many things to say about how BP is handling the crisis in the Gulf, but I'd like to focus on just one: BP's solicitation of ideas from the public for how to solve the problem in the Gulf.

On BP.com, BP asks, "Do you have ideas to help us?: call +1 281 366 5511"

In a crisis like this one, BP should not be asking the public for suggestions for how to fix the problem. This is a crisis for the experts. Honestly, do we think the solution to this engineering catastrophe is going to come from the public?

What does BP think it will gain by openly asking the public for suggestions? This is not Starbucks looking for product or service ideas from its customers. Do airlines poll the public when one their aircraft lose an engine: "Our London-bound 747 is in trouble: have ideas for averting a crash?"

There is a time and a place for enlisting the public into the ongoing management of your business: BP, this is not one of them.

For more on this topic, read the comments below this short article:

http://gawker.com/5550938/we-called-bp-and-offered-some-ideas-to-fix-the-oil-spill