As the social media guy on the Xbox PR team, I got to be involved in one or two situations that might be considered a crisis by some companies. In this week's WOMMA Word (worth subscribing if you're involved in social media as part of your job),Pat McCarthy outlines how Kraft responded to a situation with a comment on their Facebook page.
Is seven hours too long to reply to a post that could have wide-ranging ramifications? How quickly do you expect a response when you post on a company's Facebook page? If you own a company page, how often do you check it? Is it somebody's job to monitor it? Is your PR team prepared if something comes up?
Backlash is swift and often stinging on social media. Kraft learned this in May when one customer found a “gross blob” in a Capri Sun package. Naturally, she reported it to the company on Facebook. Then there was 7 hours of silence…from Kraft’s end at least.
More at MGH's blog.