Backlash is swift and often stinging on social media. Kraft learned this in May when one customer found a “gross blob” in a Capri Sun package. Naturally, she reported it to the company on Facebook. Then there was 7 hours of silence…from Kraft’s end at least.
The lag in response gave ample time for the community to speculate on what the blob was, culling guesses as far flung as a human eye. Clearly, the public aspect of social media requires updated complaint response.
Key Takeaway (via the cited article): Think about it this way: If a reporter called you alleging that one of your company’s products was defective and had hurt someone, would you wait seven hours to call that reporter back? Probably not.
Read the full story at MGH’s blog
Image Credit: MediaPost
John Porcaro 9:14 pm on June 25, 2010 Permalink
Interesting post. Listening is the first step to really doing social media right. 7 hours is certainly better than seven days… :)
Pat McCarthy 7:21 am on June 28, 2010 Permalink
I agree. It will take some time for a lot of brands to have nearly instantaneous responses considering the standards that have been in place for years. 7 hours is much better than a lot of other brands out there.
Thanks for the comment John!