Brands goof up.
All. The. Time.
This snafu by sleep-aid made me do a “palm to forehead.”
Feels a little 1950s to you too? Well, you’re not alone. I felt this way as did many of the brands followers. My personal fav:
And this one:
While ZzzQuil took the tweet down (but as you can see it’s clearly still out there) the brand never responded to anyone upset or offended.
It did. And I really wish companies would own up to their mistakes. Not all mistakes are brand-breaking, but to continually exhibit bad customer service has got to stop. Brands should know by now that the technique of pretending something never happened useless. Consumers have a voice and they share their opinions with an audience … of audiences … of audiences.
Listen up, here are the five stages of crisis management in the Digital Age:
1. Prepare in Advance – Not all situations are full blown crisis. Even so, pay attention to the conversations happening on your social channels. Listen and respond.
2. Isolate the Origin – I’m betting your company is on more than one social network. If you are listening then you’ll know exactly where the mistake happened.
3. Evaluate the Impact – Is this a make or break situation heading toward a full blown crisis? If so, make a plan! Traditional crisis management may need to be implemented. If so, be prepared.
4. Mitigate the Crisis – The quicker a company responds the better chance they have that the situation will subside. Acting fast is paramount.
5. Learn from the Crisis – All situations, even the bad, are opportunities to learn. Meet with your team to discover what went well, what didn’t and how your company can improve next time.