The fail trail – the do’s and don’ts when a social media PR crises hits [infographics]
A holding statement acknowledging an issue is good, it shows empathy and action. The next step is to establish the facts of the scenario and to make a further, timely response when these are established.
With that in mind this infographic from social media monitoring firm SDL illustrates recent real world case studies of smart Do’s and Don’ts when a crisis hits. As we well know by now some companies get this quite wrong whether it is Starbucks, Tesco and horsemeat, Femfresh, Waitrose, McDonalds, Gap, Qantas or Ryanair the archetypal “analogue brand in a digital world”. It is a long list.
There are more, of course, and here we can see the story of what happened when United Airlines broke a passenger’s guitar string. We can see that when that video hit 1.4 million views in just four days, United Airlines online aggregate sentiment plummeted 14.3% from its pre-crisis average.
The coping strategy that United applied was to stand-off and hope it would all pass over in time. The next wave of response was to cheaply buy back favor and positive mentions by issuing Starbucks gift cards to passengers, who in turn shared with their social networks how great it was to get a free coffee from the airline.
This coping strategy is paper thin and the equivalent of using a band aid to ‘fix’ the problem. It took four weeks for sentiment to return to the pre-crisis average.
Conversely, in the case of Domino’s pizza, two employees made a YouTube video of themselves adding certain ‘nasal delicacies’ to pizza orders. This very quickly snowballed into a righteous backlash and so an acknowledgement and intervention was required.
The key to this response and coping strategy which saw Domino’s wrestle back a 22% drop in aggregate sentiment in three and a half weeks was for the CEO to issue a YouTube video whereby he apologised and explained that legal action was underway for those that did the deed. The key here is fighting fire with fire, containing and resolving the issue on the same platform!
Infographic via SDL.