We’ve gone from the 24 hour news cycle to the 24 second news cycle. Which means that as soon as you do something amusing, clever, original, annoying, embarrassing, or just plain stupid, then everyone knows about it.
Businesses know this, which is why they try to infiltrate the social media and generate good noise for their products. It’s also why clever businesses have their people scanning the same media to see when a bad story is spreading and to respond to it as soon as possible.
Stephanie Marcus has a very helpful analysis of how three companies reacted to viral negativity in the social media. One mistake is all it takes for the crowd to turn against you. The important question is how quickly and how well you react.
When director Kevin Smith was kicked off a Southwest Airlines flight for being too large for a single seat, he tweeted his indignation. He happened to have 1.6 million followers on Twitter, which was not good for Southwest.
What amazed me, however, is that Southwest responded with their own tweet offering an apology only 16 minutes later. They noticed it, realised its significance, had some kind of crisis management meeting, made a decision to act, wrote the apology, and tweeted it – all within 16 minutes. Fantastic! They still got a lot of flack, but many people proved to be sympathetic because they had reacted quickly, honestly, and generously:
@ThatKevinSmith hey Kevin! I’m so sorry for your experience tonight! Hopefully we can make things right, please follow so we may DM!
Marcus analyses the Pretzel Crisp/anorexia controversy. And here is a straightforward but very instructive example of how one company responded to customer complaints:
This past July, LOFT, a brand owned by Ann Taylor Inc., posted photos on its Facebook page of a tall, blonde model wearing LOFT’s new silk cargo pants, with a click-to-buy link in the captions.
What happened next is a perfect example of how social media can suddenly turn on you, even when you’ve done nothing “wrong,” or seemingly out of the ordinary. Fans of the brand complained that while the pants looked good on the model, they weren’t so flattering on anyone who wasn’t 5’10 and stick thin.
Fans requested that LOFT prove their pants could look good on “real women.” And they did. The following day, the company posted photos to Facebook again, this time with their own staff posing in the pants. The “real women” came from different company departments and ranged from a size 2 to size 12, and in height from 5’3″ to 5’10″.
This is a perfect example of how to turn a possible threat via social media into an opportunity. Ann Taylor had the good sense to stop the attack before it escalated. Here customers had a direct and valid complaint about a product and how it was featured. The company did the best thing possible, they stayed calm and listened to the comments. They took the comments into consideration and came up with a constructive resolution.
By responding to Fan requests to post photos of women of different sizes wearing the pants, the company proved that they really do listen and care about their customer concerns, and they were able to back up the product. It’s a double win for Ann Taylor as they actually gained customer support, while avoiding a potential disaster.