Interview: Carnegie Mellon Professor Ari Lightman On How Students Are Empowered By Learning To Use Brandwatch Consumer Research
By Kara FinnertyJun 10
There have been a litany of recent ‘social media disasters’, many of which tech blogs are eager to highlight and ridicule. We’ve written plenty of times about the perils of social failures, listing the worst, dispensing advice and providing valuable (we hope) articles on managing your reputation online.
The biggest and greatest fails often come from the largest brands, but how important is it to keep tabs on your online reputation if you’re a local business?
Very much so? Not at all? To some extent? Don’t know?
The answer is ‘very much so’.
A local Brighton pub yesterday demonstrated how catastrophic poor handling of social can prove. After responding to a polite inquiry in a generally blunt and unhelpful way, the small venue amazingly went so far as to publish the full exchange to their own Facebook page.
Instead of the anticipated support for the pub, a slew of comments were quickly posted in response to the update, almost every single one highlighting the pub’s rudeness and lack of social service savvy.
We’ve seen failures, sure, but seldom is it seen that a brand actually posts their own shortcomings on their owned channels.
Unsurprisingly, despite a resolute defence of their actions and a refusal to apologise or even acknowledge how they could be the bad guys in this scenario, the update was soon pulled.
It hasn’t stopped people commenting on their wall, nor has it remedied the mob of ‘fans’ that have openly criticised the pub.
All this really underlines the value in managing your reputation online effectively, regardless of your size or the locality of your problem
Though you can find plenty of resources on how to do this around our site, and we even offer a free eBook on online customer service, here are a handful of key points to remember if you only have sixty seconds available:
EDIT: The Pav Tav have since posted a sensible and apologetic response to the situation.
Get access to free expert-built dashboards, daily email bulletins, unique reports and more to help you understand how consumer are responding.