When things go wrong – and they will! – you need to have a solid plan in order to protect the company brand and mitigate damage. Companies who do some planning ahead of time will experience less damage than those who fail to plan.
In this session, you’ll learn some helpful techniques for limiting your damage and responding to issues and complaints.
That’s Not Good!
Case Study: Ashleigh
Ashleigh is a mid-twenties tech savvy individual. When she moved to a small town, she soon got the hang of online shopping to fill her need to shop and to avoid driving for more than hour each way to get what she needed. She also started to use Twitter.
Ashleigh’s boyfriend is an avid game player, and not long after the move, his headset stopped working properly. She decided to post about it on Twitter. The reply from the manufacturer was fast and efficient, and they coordinated a return.
Several weeks later, a problem with the television was handled in the same way.
What It Means For You
If your customers are talking about you on social media, you need to know about it so that you can get involved as needed. People do not make comments about you just to a neighbor or their best friend, or even to their close circle of friends. They tell their whole network, which can be in the hundreds and even thousands.
When you are dealing with something sensitive, a disgruntled employee or shareholder can use a similar network to create a public relations issue. In order to catch these kinds of messages, you have to be looking for them on a steady basis. You can set up searches that will tell you when someone searches for your company, your shareholders, stakeholders, and additional keywords.
Case Study: United Breaks Guitars
In 2008, Canadian musician Dave Carroll was on a United Airlines flight from Chicago to Halifax. While the plane was being loaded, he and some of the other passengers witnessed the baggage handlers throwing guitars on the tarmac, but there was no response from the employees that Carroll complained to. Upon arrival in Halifax, Carroll retrieved his badly damaged guitar, but the airline was not willing to pay his claim for damages. Carroll wrote a song and created a music video, titled “United Breaks Guitars,” which he released on July 6, 2010. Within 24 hours, the video had been viewed 150,000 times. By the middle of August 2010, 5 million people had viewed it. Since then, he has developed a social media site for customer complaints , written a book (United Breaks Guitars: The Power of One Voice in the Age of Social Media), and built a public speaking career.
Reportedly, United Airlines’ stock fell 10% over this incident. If something were to happen that negatively impacted your organization by 10%, could you weather the storm?