In the past week, Vodafone has found itself at the sharp end of a Facebook and Twitter campaign.  Protestors across the country blockaded stores claiming the mobile operator had not paid a £6bn tax bill.  Campaigners on Wednesday closed Vodafone’s flagship London store and people followed the protest via the #UKuncut hashtag, which turned into a website, and sparked a national protest against Vodafone.  Satirical magazine Private Eye originated the tax expose.

Johann Hari, the journalist at The Independent, was one of thousands that tweeted news of the campaign.  Hari tweets in a personal capacity.

Sentiment in social media has, on balance, been negative in the past week (53.5%).  Sample negative mentions have included:

‘RT @chris_coltrane Vodafone protest is still in full swing. We’ve closed down their store because they avoided £6bn tax. #UKUncut …’ (Facebook post 28/10)

‘If Vodafone ever tell you to pay your bill tell them to pay there 6Billion tax bil. If they pay it, over 50% of the governments cuts would not be need…’(Facebook post 29/10)

‘Why is Vodafone dodging tax, tax dodging is immoral and makes you responsible for job losses and service cuts in the UK. Pay the Tax now’. (Facebook post 30/10)

Figure1: Sentiment expressed in the discussion of Vodafone and alleged non-payment of taxes – 27/10 – 3/11

Vodafone has refuted the claim and asserted: “We pay our taxes in the UK and all of the other countries in which we operate.”  A spokesperson from HMRC has also described the £6bn figure as an “urban myth”, which generated also some positive mentions.

And, what’s the latest word on the social street.  Key topics have included calls for wider protests against Vodafone, comment on the spending cuts and tax evasion by rich entities.  Some consumers have said they will leave Vodafone and also urged non-payment of phone bills over the issue.  Celebrities such as comedians Marcus Brigstock and Robin Ince have also joined the fray.

It seems Vodafone has not yet doused the firestorm.