Social Media Assault on Brands

Recently, a customer posed a KFC chicken piece resembling a rat, and posted it on social media. It went viral. KFC immediately nipped the trouble in bud. It undertook the DNA analysis and proved it is chicken. Social media is like word-of-mouth. Even when one customer bad mouths a brand, it can bring down a brand. To begin with, social media was used to build the brands. But these days brands are assaulted on the social media. There should not be silence on the part of the company. If the company is at fault there should be an apology. If not, there should be explanation that is assertive. It should not be too formal. It can have a tinge of humour. Social media should be tracked to learn what is being written about the brand . Whenever, there is a spark, it should be dealt with. It should not be allowed to get converted into fire. There should be a crisis management team. A crisis is a unique situation and the response should be on hour-to-hour basis. When UP FDA found presence of detergents in Mother’s Milk, the company was quick to explain its milk collection and processing, and assert that such milk would not reach the retail shelves.

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