In the digital age, a small spark can quickly turn into a raging firestorm on social media. This has made crisis management an essential tool for brands, individuals, and organizations alike. Let’s delve into some notable examples of social media crises and the key takeaways from each situation.
1. United Airlines Passenger Removal (2017)
The Crisis: A video went viral showing a passenger being forcibly removed from a United Airlines flight due to overbooking. The public backlash was swift and harsh. United along with the Chicago Aviation Security were too rough while removing the passenger.
Response: Initially, the CEO’s statement appeared defensive and failed to directly apologize to the victim. The subsequent apologies were seen as too little, too late by many. The public relations management team did a poor job coordinating with the CEO shortly after the incident.
Lesson: Address crises promptly with genuine empathy. An early, heartfelt apology might have reduced the extent of the backlash. Also apologize directly to the affected person and anyone else who was affected by the incident.
2. Pepsi’s Kendall Jenner Ad (2017)
The Crisis: Pepsi released an ad featuring Kendall Jenner handing a police officer a can of Pepsi during a protest. Many found it tone-deaf, feeling it trivialized serious social issues. I mean, who thought this ad would resonate with people? Trivializing BLM movement was short-sighted.
Response: Pepsi pulled the ad and issued an apology for missing the mark.
Lesson: Ensure that advertising is culturally sensitive and doesn’t appropriate serious social issues for promotional purposes.
3. H&M’s “Coolest Monkey in the Jungle” Sweatshirt (2018)
The Crisis: H&M displayed a black child wearing a sweatshirt with the text “Coolest Monkey in the Jungle,” leading to accusations of racial insensitivity.
Response: H&M swiftly removed the product, apologized, and later implemented strategies to ensure such mistakes wouldn’t reoccur.
Lesson: It’s crucial to have diverse perspectives when making decisions to ensure that content is respectful and culturally sensitive.
4. Starbucks’ Philadelphia Incident (2018)
The Crisis: Two black men were arrested at a Philadelphia Starbucks while waiting for a friend, sparking accusations of racial profiling. They simply asked to use the bathroom, however, were denied by an employee. Afterward they were asked to leave later but declined to do so.
Response: Starbucks’ CEO apologized, and the company closed over 8,000 stores for a day to conduct racial-bias training.
Lesson: In addition to immediate apologies, tangible actions can show genuine commitment to rectifying mistakes and improving for the future.
5. Dove’s Ad Controversy (2017)
The Crisis: Dove released a Facebook ad that many interpreted as racially insensitive, showing a black woman turning into a white woman after using Dove.
Response: Dove immediately pulled the ad and apologized for missing the mark.
Lesson: Even if unintentional, content that can be misinterpreted can harm brand reputation. Constant vigilance and sensitivity in content creation are key.
Key Takeaways:
Immediate and Genuine Apology: It’s vital to acknowledge the issue and apologize sincerely.
Action Speaks Louder: Beyond words, show commitment through actions to rectify and improve.
Diverse Perspectives: Cultivate a diverse decision-making team to ensure content is universally respectful.
Monitor Social Media: Regularly monitor social channels to catch potential crises early.
Plan Ahead: Always have a crisis management plan in place, tailored for various scenarios.
Social media has brought both opportunities and challenges for brands. By learning from past crises and implementing proactive strategies, organizations can better navigate the turbulent waters of the digital age.
Sources
McCan, Eric.”United’s Apology: A Timeline.” The New York Times. 14 April 2017, https://www.nytimes.com/2017/04/14/business/united-airlines-passenger-doctor.html
Smith, Alexander. “Pepsi Pulls Controversial Kendall Jenner Ad After Outcry.” NBC News. 5 April 2017, https://www.nbcnews.com/news/nbcblk/pepsi-ad-kendall-jenner-echoes-black-lives-matter-sparks-anger-n742811