“Twitter hashtags, Facebook comments and Yelp reviews are a powerful marketing tool, but they’re also a quagmire of potential faux-pas.”
So true. I have been caught out myself this very day on Twitter.
Click here to read the article in the Guardian
In the article, Thomas Brown, Director of Strategy and Marketing at The Chartered Institute of Marketing, suggests taking the ‘bull by the horns’ and admitting fault, acting swiftly and not running away and hiding are the best responses to bad publicity:
· Ignoring a problem doesn’t mean it will go away – social media is a real-time channel and demands responsiveness.
· Failing to admit fault or taking a dispute with a customer on to social media only casts your business in a more negative light.
· Complaints on social media don’t always stay on social media – local or national press can pick up a story, worsening the reputational challenge facing the business.
· Closing down a social media account or pages doesn’t make the problem go away – it can be seen as an acknowledgment of fault or a disdain for customer feedback.
As for my own experience today, I responded swiftly and apologetically to the tweet in question, I followed up with an email with further apologies and did what I had been asked to do and I hope that I have rectified the issue on the website which was partly responsible / which I could blame for the error immediately.
There are certainly lessons to learn – the main one being think before you blog, tweet or facebook and don't make promises and then fail to fulfill them.
A friendly journalist did remind me recently that there is no such thing as bad publicity – and that in her opinion Oscar Wilde’s words are true: “There is only one thing in life worse than being talked about, and that is not being talked about.”
Does this still ring true in this savage media age?
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