How Businesses Deals With A Social Media Crisis
Social media has given companies unprecedented access to their target audience. Not only are they able to provide a way for customers to see what is going on with their business but they can catch negative or positive feedback through live monitoring of sites like Twitter.
This also presents an issue – stories that they were once able to quietly take care of (or ignore) can now take on a life of their own. Through the Internet, an incident either large or small can escalate until it threatens the reputation of a company that is left scrambling to fix things.
Below are four examples of how different major franchises tried to put out the flames that were sparked through social media during times of crisis.
Back in 2010, a video was launched by nonprofit Greenpeace about Nestle’s sourcing of a company known as Sinar Mas. For those that don’t know, Sinar Mas is the largest palm oil producer in Indonesia. It has been alleged to be responsible for mass deforestation that resulted in both the endangerment of natural species and the destruction of a number of communities.
The video targeted Nestle for its financial support of this company, which is also known to use cheap labor to create its product. Not taking into account the open and viral nature of social media, it did not launch an effort to deal with the problem in a constructive way. Nestle didn’t speak to their customers or Greenpeace or even pretend to consider the issue. Instead, it contacted Google and asked the Internet giant to remove the video from search results and the original YouTube clip.
…More at How Businesses Manage a Social Media Crisis
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