‘Why marketers should adjust their social media crisis response to fit their brand’s identity’ – Econsultancy

Arliss Coates says, “Damage control is usually a matter of prescription.

Take a PR crisis – say, a vengeful former-employee hijacking the company Twitter account (as happened to HMV), or a negative public reaction to a production mistake (the entire auto-industry).

These are best resolved by mixing timing, tact, and sincerity in a neatly delivered apology.

However, standard apologies don’t always cut it.

A successful response to an outcry should depend not only on the particular situation faced but on the identity of the apologizing company in the minds of its customers.

A brand with a reputation for audacity should not offer the sort of grovelling apology expected from more conventional companies”.

Why marketers should adjust their social media crisis response to fit their brand’s identity

Econsultancy