Apr 1 Posted 6 years ago A good piece of work Rohit.
It seems to me that there are three stages to dealing with a social media attack like Nestles experienced:
- Response - What to do when it happens, hopefully informed by a crisis plan that you can pull down off of the shelf.
- Recovery - Getting back to normality so that, in this case, real fans can get back to whatever they were doing before
- What would we do to avoid this kind of attack, if that is a realistic option
- How might we respond better - update the crisis plan
I think that your post focuses primarily on learning, with a touch of recovery. I have a post, also prompted by Jeremiah's article, that is primarily about the planning and response stage.
Mar 25 Posted 6 years ago
An excellent well thought out article, thanks Rohit.
I help with Twitter and Facebook for a poker site, and there is a huge perception that online poker is fixed. This has been a particular problem with the Facebook wall getting negative comments. I certainly agree about using personal stories/employees to connect with people, and I've had quite a lot of success in messaging those who criticise us, using my role as a member of the support team. A fair few have admitted, 'I love playing at your site really.' Even if they don't respond then at least it looks like we have nothing to hide. I use an account with a photo, and I think that helps put a friendly face to our company. (Though I have been asked if I'm single a few times!)
We've also found that directing discussion helps, we get many less negative comments if we take charge of conversations with a specific question. It's early days yet, but I hope more openness in the company through social media may help people see that we're a bunch of nice people, not some crooked corporation programmed to take their money. I'm longing to tell the doubters 'my boss just wouldn't do that!' :-)
Mar 24 Posted 7 years ago Terrific piece, Rohit, as well as the Jeremiah one that you link to. You nailed the problem: inadequate and perhaps all-too-junior community management. This role had better start getting more attention from senior management, from the office of the CFO, as well as marketing, before companies get caught being "Nestled."
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