It doesn’t happen often, but over the past couple of days, I have ventured out of my home-office cave and headed into the Big Smoke for the inaugural Big Digital Adelaide Conference, held right here at the Science Exchange (pictured) in the city of churches.Read More
Here’s the thing about social media – when it’s all going your way, it’s fantastic. It feels like you – and your biz – are surrounded by a personal cheer squad.
But when it goes wrong – as it often does – it’s a whole other ball game. Just ask the farmers behind Fleurieu Milk and Yogurt Company, who are probably ruing the day they jumped on the social media bandwagon without robust social media crisis strategies in place.Read More
Last weekend local wineries had their biggest event of the calendar – the annual Sea and Vines Festival. It’s usually a pretty festive event (as the name suggests) and much fun is had by all. This year, however, one venue is counting the (reputation) cost of a disgruntled customer who aired her complaint on Facebook. Put simply, this young woman was a breastfeeding mum of a four-month old baby, and the Sea and Vines was apparently her first big outing – sans baby – since giving birth. Problem is, as any breastfeeding mum knows, even if the baby is not around the boobs need …. relieving. Not only to keep up supply but, also, ouchy ouchy ginormous boobs are no fun for anyone (and can lead to mastitis – ask any dairy cow how much fun THAT is). So she asked staff at the winery for a quiet place to pump. Not only did they refuse, but according to her account, she was ridiculed and ended up pumping outside, in the winter air, behind a water tank. The next day, she made a complaint on the wineries’ Facebook page. Which they deleted. She they posted a status update on her own page (they have no control over this) and at last count, it had been shared more than 10,000 times. Oops. During all this maelstrom, the winery made no comment. In fact, its Facebook page disappeared. It was only when the story hit the mainstream media – in the form on the local suburban rag – that they gave a statement. And even then, the apology – for what it’s worth – was a touch backhanded. The statement also acknowledged that taking down the Facebook page and remaining silent may have appeared as if they were in denial. “…we are not social media experts and were unsure how to cope with the negativity”. No shit. And therein lies the problem. Businesses around the world have been quick to jump on the social media bandwagon, but very few do it well – and know how to deal with the very real possibility that they will cop some sort of criticism. Quite frankly, it is PR 101 – just on a much grander scale thanks to the proliferation of social media and the ease in which news travels. You might remember I had a similar run in with a local establishment myself recently – who made it worse for themselves by deleting my negative post on their page and then continuing to attack me in the comments on my review (probably because pages can’t delete reviews – something that needs to be kept in mind). So what should the winery have done (you know, apart from not ridiculed the woman in the first place)? Just one simple thing – they should have acknowledged the woman’s initial post on their page, and apologised – even if they did not necessarily think their staff had done anything wrong. Actually that’s two things, but they...Read More