Consultant at 120 Feet
25 March 2010 09:42am
Just interested to hear views on what to do about "I hate Brand X" facebook groups, especially given the whole Nestle debacle last week.
My initial thought would be to actively engage with the group, listen to grievances, try and resolve issues and present an alternative perspective (whilst keeping your cool!). But maybe that's the wrong approach - perhaps there are some people that want to hate your brand no matter what you say?
On the other hand, would it be more effective just to monitor the conversations to see if there are any insights that can be applied to the wider customer base? But then we've all heard about how Neals Yard Remedy were vilified for not joining in the debate about their homeopathic remedies.
Does anyone have any stories of happy endings in these situations?
CEO at Connected
25 March 2010 12:18pm
Spot on. Engage the nay-sayers and deal with the issues. There is lots of good evidence that dealing openly and honestly with an (e)PR crisis can in fact enhance the brand and usually very cost-effectively. Almost nothing better than a doom-monger changing their tack and becoming an advocate.
One problem with trying an alternative perspective surround the planned audience; most "alternative perspectives" (ycrta "spin") are brand or industry-centric and therefore don't "see" the consumer side.
I have a few stories of bad-press being turned around and a few of it going quite wrong. In all cases honesty and the occasional apology goes a long way to dealing with the issue. if the f*** up is a huge company error then you need to take the criticism on the chin and publicly do something about it and reward the people/person who has brought it to your attention.
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