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Interesting post on Customer Think looking at the issues of maintaining a brand image when there are a host of people out there that may have other ideas.
Big brands suffer most, Microsoft’s new “Surface” system was in for a pounding on Twitter when an agency granted access to the box wrote a “jokey” tweet saying that turning the machine on had defeated four college eduacted staff members and they had to call the help desk. They later cleared up the story, but lots of people love to hate Microsoft and the word was out… Truth is that some brands have a whole group of people waiting to strike whenever there’s a negative story – managing that is a challenge some brands will be glad they don’t have to worry about – but perhaps the most persecuted have a lot to gain by interacting with their detractors…
Look at what happened to Domino’s recently when a couple of its employees posted some “prank” videos showing how they defile the delivery food. They posted a response video on YouTube & propagated that via twitter.
Some people say the damage could have been thwarted faster had Domino’s been listening in on the social media. Some say it was too little too late. Domino’s has now been forced to incorporate ORM into its business.
