How To Avoid Social Boomerang & Backlash?
Most marketers have embraced social media, but still many fear the possible boomerang effect of the uncontrolled social media space. In this article you will find very interesting examples of social backlash and tips how to be in control enough to let go…
Learn why and how the boomerang returned at companies like: Starbucks, Oreo, The National Rifle Association. Get insights how other brands deal with social customer care issues…
The NRA encountered a serious social backlash after the horrific shooting that took place during The Dark Knight Rises movie in Aurora USA.
In July 2012 the NRA posted this message on their American Rifleman Twitter account: “Good morning, shooters. Happy Friday! Weekend plans?” Of course pretty stupid and aweful timing.
After very serious series of consumer critisim, the NRA deleted its American Rifleman Twitter and Facebook accounts. But several people posted links to stories about the NRA’s tweet on Facebook. The NRA also deleted links to its Facebook and Twitter account from its website.
The learnings from the NRA? Social media needs smart community marketers, content creators and curators and a customer department that is in the know and involved in campaigns and actions that are being planned.
Use your brain, don’t put your most valuable asset (your brand) in the hands of i.e. an intern and apologize sincerely when you make a mistake or stupid remark. Show remorse, don’t delete pages or consumer feedback.
In June 2012 Oreo updated its Facebook page sharing its support for gay pride. The status update from Oreo on Facebook collected 152.000 likes, 39.000 sahres and 19.000 comments in no time.
Fortunately the majority of the comments were positive, but unfortunately a smaller group of people placed anti-gay messages and threats to boycott and ban Oreo.
Mashable asked Oreo about the post, and here is a summary of what the Oreo spokesperson replied: “The new Oreo campaign will bring to life trending topics, pop-culture news, milestones, or celebrations using images of the iconic cookie and milk.
In recognition of LGBT Pride Month, Oreo created an ad depicting the rainbow flag with different colors of Oreo crème. We are excited to illustrate what is making history today in a fun and playful way.
As a company, Kraft Foods has a proud history of celebrating diversity and inclusiveness. We feel the Oreo ad is a fun reflection of our values.”
The learnings from Oreo? Prepare what you do well and 360. Even with PR events or offline campigns, your social team should be an integrated part of the briefing and be in the know what will be planned next.
Like good PR, social media demands upfront strategic scenario thinking, since social backlash can happen any given Sunday and at any event, campaign or message.
Be the man with the plan and be prepared. Talk through several scenario’s upfront and never act in panic when a backlash occurs. Be honest and authentic if you get unexpected negative feedback and don’t delete stuff when the boomerang hits you.
In July 2012 Starbucks Argentina phrased a sincere apology in a ‘not so smart way’ on its Facebook and Twitter pages.
The social message, translated to English, stated: “We apologize, as due to a temporary supply shortage, some shops are using national cups and sleeves. Regards.”
In practice, Starbucks meant to say sorry for the fact that they were unable to share their coffee in the usual (imported) branded cups and was now temporary using blank cups (that were made in Argentina).
The message didn’t really please the people from Argentina, and instead of praising Starbucks for its apology and prompt notification, they took offense that Starbucks felt the need to apologize for using local produced products.
The social backlash happened at the worst momentum possible for Starbucks, since Starbucks has big expansion plans in Latin America, and it is aiming to open over 300 new stores in Argentina and Mexico by 2015, Reuters reported last month.
The learnings from Starbucks? C’est le ton qui fait la musique, certainly in social media.
Recently I covered an amazing social move by Alamo Drafthouse Cinema here. Alamo re-engineered a customer complained into a viral video in a way that is much about ‘no guts, no glory’.
The Alama action had 100% boomerang risk, still they decided to go for it. See the full Alamo story and viral video here at ViralBlog.
Your ideas?
Now we’d like to hear your opinion on above examples. Or you might have similar examples you would like to share with our audience in the comments below?
For more insights follow Igor Beuker on Twitter or join the ViralBlog movement on Facebook.
Sources: Reuters, Allfacebook, The Next Web, Mashable and ViralBlog.
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