1. Be Transparent. Social media is not starting but following a trend. Social media is known for its
transparency and speed, but that also means that your mistakes can be very
visible. Being up front is a good way to start recovering, says Harvard
Business Review.
One
of the key benefits of social media is that your messages can reach more people
faster. But this also means that your mistakes can too.
Taco Bell
recently combated a traditional attack (a class action lawsuit charging that
the restaurant's meat isn't really beef) with new media techniques. On Twitter, Taco Bell linked to comedian
Steven Colbert's musings on the controversy; on Facebook, they offered free
tacos, encouraging customers to make up their own minds about the beef in
question. And while overall sales have taken a hit, its seven million
plus loyal Facebook "friends" are as enthusiastic as ever — and the
lawsuit was dropped.
So what have we learned? Success is no longer about fancy packaging
and carefully controlled messages. When
everyone can see what you're doing, the most essential values are transparency,
honesty and credibility. You win by
matching your image with reality, acting with integrity, and sincerely
apologizing when you're wrong.
2.
Customer Service Response Time: Act quickly to fix disgruntled customers.
In 2009, Domino's was blindsided by a YouTube video showing two disgruntled
employees contaminating the food they were about to deliver. It was a PR nightmare
for the company, until they fired back through social media — uploading their
own YouTube video explaining what they were doing to fix the situation and
creating a special Twitter account to specifically handle customers concerns
about this issue. Their quick and
appropriate responses directly to the people most concerned allowed Domino's to diffuse what could have been a
catastrophic event.
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