Technology & Data
- Big Data
- Tech & Innovation
How to Get Your Sales and Marketing Teams to Work in HarmonyContent Marketing for Midsized Companies: Whom to Target, What to CreateAtri Chatterjee of Act-On Software on the New Generation of MarketersMarketing Automation: What It Is and Why You Need to Know
- Social Tools
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
PayPal Steals Christmas: Latest Social Media PR Meltdown
Posted on December 7th 2011
It’s the festive season and the social media PR meltdown shows no signs of slowing down. Global player PayPal have just rushed in to join the act with an incredibly insensitive approach to those in need and the kind of mindlessness which only companies that do not have the nuanced approach to social media and 21st century customer service can achieve.
To be fair, PayPal is not alone in this arena. Clamouring to get in on the act is just about every major player out there. However, right now the spotlight is upon them and the way they mishandled this is truly worthy of some attention.
First the background to the story. Regretsy, a site which is active as a blog and runs occasional eCommerce initiatives and the Regretsy community, launched a toys-for-tots initiative for Christmas using the PayPal ‘Donate’ button. PayPal claim that the Donate button is available to non-profit organisations only (their literature actually says “worthy causes” and I have seen it on the sites of many bloggers) and in a move presumably designed to safeguard the integrity of the PayPal service (lest we think that somehow they are accessories to online fraud and therefore blacken their reputation) they shut down Regretsy’s PayPal account and froze, for good measure, its owner’s April Winchell’s. account.
The full exchange between April and the PayPal representative is here and I strongly recommend you take a look. What stands out from this, however, has the by now overly familiar feel of a company incapable of handling customer service and social media exposure.
For instance, the PayPal representative who obviously was never taught how to handle a situation like this and was left to act on their own without any support actually puts on record that the difference between a ‘worthy cause’ and a ‘charity’ (and let’s keep in mind the emotional cadence of helping poor children at Christmas) means that “You can use the donate button to raise money for a sick cat, but not poor people.”
Regretsy’s case might not fall in the run-of-the-mill cases where PayPal has to act with the righteous wrath of an angry god, which is why there are managers above the paygrade of the troops dealing with this. The response to a request to speak to a supervisor was however: “No one above me will talk to you. No one at my level ever makes phone calls. We’re only doing this to help you.”
Predictably Twitter and Facebook run red-hot with complaints. PayPal’s Facebook page was getting dozens of hate posts per minute with the predictable and ever-so-wrong response of PayPal beginning to delete some of them. With #PayPal trending on Twitter sentiments ran from the very charitable: “Want to seriously damage your company's reputation (and business model) overnight? Here's how.... regretsy.com/2011/12/05/cat… #paypal #iseestupid” by LAGilman to the unprintable.
It’s the festive season and things can get a little silly, it’s time however corporations started to shape up. The social media honeymoon is about to end and, unless they truly begin to ‘get it’ they will see a serious impact on their business in 2012.