When facing a crisis, brands must be prepared. That is, they must have a plan to face the contingency and develop possible strategies to resolve the situation. According to a study carried out by the University of Peking , rabies is the feeling that has the greatest tendency to reproduce itself in social networks more quickly and since it is better to prevent than to remedy, you must have a plan, in case at some point in your life online you brand suffers a crisis. Myanmar Email List You have to act intelligently, quickly and above all with respect for users. Role of the Community Manager The Community Manager of the brand plays a fundamental role in handling the crisis. That is why the person who occupies this position must have experience and criteria not to make publications that are out of place. An experienced and professional CM will be able to handle negative mentions and comments, trolls, and crisis. The CM must also know how the brand would respond to a crisis.
That is, you must be linked to the company, know how you think and how you speak. Align with the personality and know it perfectly, as well as know the value that the audience has for the brand. After a public conference where the collective of Argentine actresses gave their support to Thelma Far din, the One Suez brand launched an exclusive pre-sale on its social networks and on its website of some T-shirts with the phrase “look how we wear”, coined to the campaign in support of women who have suffered some abuse. The critics did not wait. In social networks, the initiative of One Suez unleashed controversy and thousands of users marked a position regarding the pre-sale of the T-shirt. Most of the people spoke of the fact of wanting to profit in the middle of a controversial and delicate situation for all those involved. All the discussion that was generated around the brand, which even made it become a national trend, leads to a series of questions:
is it convenient for a company to do marketing with a controversial issue for society? Is it correct that decide to get involved in a sensitive topic? Without a doubt, One Suez’s campaign generated a great rejection in the community. The users in the networks repudiated the fact of profiting from the pain of women and assured that the cry of “look how we get on” is a struggle and not a fad. The answer of most Digital Marketing specialists is NO. Hong Kong lead It is not good to join and, in short, it was a bad move by the brand. Network users classify it as pure opportunism. The pre-sale would have been justified if it was accompanied by donating a percentage of sales to an organization that defends women who suffer these abuses. If the intention was to mark a position in favor of the struggle of women who have suffered abuse and rape, the campaign was not successful, but the rejection of the majority of users who perceived that the intention of the brand was to sell.