Traditionally companies had at least a day to respond to any crisis situation and still keep face. However with the growth of the internet and in particular the growth of social media, this time has now been reduced to just a couple of hours.
Two companies have recently failed to recognise the power of the internet in restoring brand confidence. The first was major car dealer who failed to address all its safety issues at once and as a result the negative stories about customers fearing for their lives as their brake pedals failed has run on and on.
The other was a children’s pushchair manufacture who announced that some pushchairs were being recalled in the USA as there were reports of children losing their fingers. However the communication in the European markets was that all was fine and no products needed to be recalled. This left parents in a state of confusion and forums were filled with concerns over safety.
There is still this worry that communicating on line will lead to further negativity. However, in this age consumers are crying out for this interaction, relationship and reassurance from brands. Let’s face it we are all increasingly turning to the internet to research products before we purchase.
Interestingly, the largest UK airline has understood the benefit of communicating on line and is using You Tube as part of its crisis management strategy. It is showing footage of the CEO to provide reassurance with the aim to help build its reputation.
Some companies can be praised for their quick response for example an international pizza delivery company made a video for reassurance in response to some employees being silly with the cheese topping from their pizzas. A more human approach was also demonstrated by the second largest retailer in the UK when an ex employee made a video running a riot in store. The company responded on You Tube at a corporate level but also videos were posted from staff members from the same store expressing their shame and embarrassment at their former colleague’s actions.
Getting it right by reacting quickly can even improve a brands reputation, for example a major British clothing retailer built a whole campaign around wrongly charging ladies extra for bigger sized bras. They said sorry and turned the negative into a positive and refunded the difference. An approach like this can often even drive up sales or at best retain current customers.
Thus in essence consumer conversations can make or break the reputation of a brand. If companies do not respond to this new evolving media vehicle quickly then they are more likely to find themselves with a dented reputation which is beyond repair.
About the Author
Anthony Sudbury set up his own part time business in 2005 before setting about running it full time in 2009. He has been trialling ways to Make Money Online since 2009, http://www.sailtosuccess.co.uk and shares his findings here, for all to learn. These articles are to help anyone Make Money Online if you are shown the correct way.
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