Twitter with over 145 million users, is the platform on which the error can have fatal consequences for the brand as a promotional tool. There are brands that are so offensive comments will be rejected by society and tries to apologize later, again accompanied by his reputation. And it is remarkable that these incidents continue to occur if you have Twitter as a marketing tool.
But there are problems to overcome, and brands have learned how to get publicity, good or bad as quick operation and maintenance of a coherent strategy. Other brands have their mistakes on the opportunities of contact with consumers in the context of humility and humor. And remember that what should be done by people, and consumers are willing to forgive when you receive a sincere apology. Jennifer Marlo iMedia years in Connecticut have been reviewed recent scandals in the mark:
1. Red Cross Red Cross for the typical "oops, I thought I was on my Twitter account." The Red Cross employee, believing he was in his personal account, posted a tweet excited because they had found more beers Dogfish, and adding the hashtagh # gettingslizzerd (I'm drunk) in connection with the song "Like a G6" Far East Movement .
Red Cross, rather than conventional publishing an apology, eased the situation and his followers began to tag your tweets with # gettinslizzerd hashtag. Even Dogfish, the brand of beer said the employee, participated in the conversation. After Red Cross sent a warm and authentic note thanking fans behavior after error.
In this case, it is found that humility goes a long way. In a small tweet the organization recognized its error and joked to avoid creating negative attention on what happened and also thanked the participation of Dogfish: "Thanks for making our error in Twitter into something good. And thanks to @ dogfishbeer to help.
2. Onyx Cafe: last September, Onyx Cafe, Calif., offered its customers a place to "cool off with a drink" during a devastating fire that injured and killed many inhabitants. A follower, angry, retweeteó Onyx's post and then echoed. Soon the cafe tried to control the situation, apologizing for the comment and ensuring that they did not realize the situation until it was the comment of the tracker. Today it seems that this error has been forgiven and social networks are a lot of positive feedback from clients, and the business has gotten back to normal.
Keep in mind that consumers expect brands to behave responsibly and consciously. It is an unwritten rule that we must avoid talking about politics, natural disasters or any other fact-sensitive consumers. If mistakes are made, it's best to make a sincere apology.
3. Aflac, Aflac fired his spokesman Gilbert Gottfried in March after posting some jokes too raw on the earthquake in Japan in his personal Twitter. A company vice president was quick to declare that Gottfried's comments on the crisis affecting Japan lacked the humor and, of course, did not represent the feelings of anyone in Aflac. The next morning, Gottfried also apologized ensuring that no disrespect was intended. Gottfried Some bloggers criticized for having taken so long to ask for forgiveness, making Aflac is maintained as trending topic on Twitter too long after the scandal became public.
Aflac, however, even managed to benefit from the scandal and were published lots of articles about the company, which also advertised the search for a professional who replaced Gottfried. Another example that, although the marks can not completely control his image, if they can act fast, be able to control any damage to your image.
4. Microsoft: the Microsoft case is also related to one tweet on the crisis in Japan. The update of the company after the quake could be read that for every retweet to be done, Bing would donate a dollar to reach 100,000. Although a tweet with good intentions, people started to believe that this was a ploy to promote the search engine company, and even created a hashtag: # f ** kyoubing. Microsoft had no choice but to apologize and donated $ 100,000 without required retweets.
Be careful today, because consumers are suspicious of the big names and do not hesitate to get rid of a company that does not seem real. Even well-intentioned efforts can be misinterpreted, especially when it comes to issues that touch emotionally to users, with which companies have to be very careful.
5. Kenneth Cole: last February to take advantage Kenneth Cole believed that the riots in Egypt to promote her new spring collection through Twitter was a good idea. "Millions of people are rioting in Cairo. Is rumored to have heard that our new spring collection is available online, "said the Tweet.
The problem is that the post, but got much attention, the attention was not desired. Consumers criticized the company to take advantage of the magazines in Egypt and in an attempt to remedy the situation, Kenneth Cole apologized through Facebook. The problem is that it was too late, users were angry and had even created a fake account which is ridiculed in the company with tweets like: "our new shoes will make Anna Frank out of hiding!".
One more example of how a brand should be halted when making jokes about the political situation or on issues that touch a chord with users. Occasionally, when trying to get attention, you get much attention.
6. Chrysler in March, an employee of Chrysler posted a tweet angry enough to complain that Detroit would be the Motor City, but no one could drive. The problem is that published by the Chrysler account, and saw all his followers. The case is similar to the Red Cross, can damage the reputation of the company in a minute, what it took to write this tweet unfortunate, but soon Chrysler posted another tweet saying that his account had been compromised and were being resolved.
The situation became more complicated when Chrysler, in a desperate attempt to resolve the issue, dismissed the charge, and his employer, New Media Strategies, a company which, in turn, due to lose this business, had to lay off 20 of their employees. From Chrysler that they could not tolerate such behavior to Detroit or to the U.S. auto industry.
The problem is that the company forgot that to err is human, and therefore companies have to be careful when overcome these problems. If you want to avoid these situations, companies have to spend their posts on Twitter by the same filters that any editorial content that comes to light.
12:25 AM
ari sari
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