Over the last few weeks there has been quite a number of social media failures. Just recently a local hotel made a very large faux par by posting a proposed price adjustment and a not so kind view of those who went against their point of view. The immediate backlash went much further than anything they ever imagined, resulting in TV and news channels reporting on it.
The Bombay Bicycle Club (referred to as BBC here on in) a local hotel posted a photo of a sign that resided near the entrance of the venue.
What they weren’t expecting was the backlash the ensued from it. What it it did highlight was that they were in no way prepared or had the tools to know how to deal with it. The post has since been removed and an apology of sorts (“Again, WOW. The sign has been removed. I will keep my opinions to myself in future”) was posted the next morning. This was also removed and an alternative apology posted.
Now as this was blowing up and gaining all sorts of traction, another business was also causing a stir with its own post. Huxtaburger upset a number vegetarians with their post stating “why don’t use all those (lentil derived) protein filled brain cells to get creative with the menu.”
This also continued onto their Twitter page where they didn’t mind some flak or debate continuing;
Big debate. Much interesting. TL;DR: Vegetarians, quit whinging: https://t.co/qzwZl0lMPp
— huxtaburger (@HuxtaBurger) January 20, 2014
However the key difference is their follow up in an apology;
Whilst the BBC removed their photo within 24 hours, Huxtaburger kept theirs up as stated. Huxtaburger’s response was far more professional and showed transparency. Whilst the BBC has had a lot of their posts through out their timeline littered with views of people very much condemning them for their thoughts.
The BBC highlighted the need for social media policy implementation and also the need for a risk management guidelines and additional training for those with access to their social media profiles.
The BBC is notably of interest to us given that they are based in Adelaide and not the only local Adelaide company to feel the Social Backlash. Just take a look at Everything Coconut who incensed an anti palm oil page on Facebook in the Christmas break unleasing a tirade of negative commentary and reviews to the point where they actually took down their page.
What is interesting is now here we are at the end of January and the storm has passed, people have forgotten and moved on an their page now has over 3000 likes with not a single negative comment to be found and a flood of great content for the month of January.
So here is a screen shot of the company’s response to the negative commentary.
The fact is in today’s Social Media world we have exceptionally short memories as evidenced by the recovery of everything coconut just four weeks after the event. So remember the best thing is to have a risk management and disaster recovery plan. If you are not sure where to start pick up the phone and give us a call.
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