For my final post, I through it would be interesting to look at today’s radically changing environment where we hear increasingly about brands disastrous management of social media crisis. However, to end on a positive note, I wanted to take a moment to show you all some heart warming examples of brands which have resolved (and prevented) this tragedy by doing things right.
A few months ago, DKNY found themselves in a outstandingly dangerous online situation which could went viral rapidly, however, they handle the situation promptly, directly, responsibly, honestly, and strategically, through their effective management plan and boom crisis averted!! Here’s a snap shot of the scene and how they superbly handled it:
Likewise, another example is Oreo cookies (Kraft Foods) who are a company recognised for making history today in a fun and playful way through celebrating diversity and inclusiveness. I’m sure you’ll all remember last summer they posted one of the most controversial images of its kind: a rainbow stuffed cookie for Gay Pride month. In addition, they received some unexpected backlash from people who feel strongly about the issue, nevertheless, the majority of its loyal fans stuck by them even defending them on their social media sites. This is a learning experience all of you, as if your fans are willing to help you handle a problem online, your brand is doing marketing right through genuine online engagement.
Finally, Burger King who let’s face it are an incredibly unexpected example of a controversial company had major crisis on their hands when a picture of an employee standing on lettuce began trending on internet sites. The company came under severe scrutiny by people who enjoy eating at Burger King who expressed their understandable disgust at the image. However, the company obviously had a crisis response plan in place allowing them to them to act quickly to remove the problem and to put mechanisms in place to ensure it didn’t happen again. Finally, they actively responded to customers online with this message: ““Food safety is a top priority at all Burger King Restaurants and the company maintains a zero-tolerance policy against any violations such as the one in question.”
I strongly believe if you guys follow the leads these examples of exceptional crisis aversion management plans, ye will be just as successful at handling any future crisis’ on the horizon. I hope ye enjoyed my blog and if ye have any further queries, don’t hesitate to leave a comment and I’ll get back to ye asap. Last words of advice plan, be fast and allows remain apologetic to customers.
Agnes, M (2013), DKNY: The Perfect Example of How to Avoid a Social Media Crisis, [online], Available at: http://www.melissaagnescrisismanagement.com/dkny-the-perfect-example-of-how-to-avoid-a-social-media-crisis/ (accessed 17/12/2013).
Poston. L (2012), Shining Example of Excellent Social Media Crisis Management, [online], Available at: http://www.exacttarget.com/blog/shining-examples-of-excellent-social-media-crisis-management/ (accessed 17/12/2013).