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?
Pat writes:
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.
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