friday session #59: the freaky friday of a community manager
DESCRIPTION
Our consultants Kim Recour and Christelle Deliens prepared some unlucky cases where Community Managers faced unforeseen developments, avoidable mistakes and unfavorable coincidences.TRANSCRIPT
The Freaky Friday of a community manager
18/09/13
Christelle Deliens & Kim Recour
Friday Session #59
Follow @Cleverwood Use #FridaySession
IntroducBon
Friday 13th: worst case scenario for a community manager? 4 cases: -‐ Carrefour -‐ Ter Zake -‐ Monoprix -‐ Avans Hogeschool
And we’ll close the day with some #fails and #fun
Case 1: Carrefour
Here’s what happened: Someone posted on the Carrefour’s Facebook wall a picture showing an employee posing with fish that were in the fish department. This person was shocked and expressed, in capital leVers, her displeasure!
Case 1: Carrefour
The challenge for this kind of situaBon is to answer correctly and rapidly to avoid a chain reacBon and create a “bad buzz”. What Carrefour answered was really informal and evasive but surprisingly nobody noBced that, and the conversaBon between the pro and the anB employee goes on!
So, what would you have done?
Conclusion: We can’t stress enough that you need to be prepared to face this kind of situaBon! This Bme it didn’t go viral and didn’t affect the reputaBon of Carrefour but if there is a next Bme, I would recommend Carrefour to take the Bme to answer more completely to reassure the community.
Case 2: Ter Zake
Here’s what happened: On a quiet Monday evening TwiVer exploded due to a very dry and arrogant answer from Ter Zake to one of their followers, and instead of apologizing they just kept going on. Before they knew every newspaper and website picked up the story. This must have been a Friday 13th for the boss of that community manager … It started of with this
Case 2: Ter Zake
A couple of hours later, finally, Ter Zake apologised with this Tweet
So what started of as a criBcal remark, not really potenBal for a crisis, became a trending topic on TwiVer in no Bme
So, what would you have done?
Conclusion: It’s dangerous to react to criBcal remarks in a personal way, someBmes you have to give your personal touch as a community manager but here a construcBve conversaBon with the follower could have avoided lots of damage
Case 3: Monoprix
Here’s what happened: The Community Manager of Monoprix was not as lucky as the one of Carrefour! He really got his Friday 13th! A Facebook user posted a rude message on the Monoprix page complaing about the infamous taste of the Ham Emmental pavement bread he ate. Then, the discussion started with plenty of other people complaining too and who aVacked the brand it-‐self with more that 890 comments and 17.000 likes!
Case 3: Monoprix
The quesBon was how to react when you are faced to that kind of situaBon? What to answer without having a backfire? The Community Manager took his Bme to answer briefly and in the best way I think by explaining that he can understand that not everyone loves the sandwich they buy and proposed to this guy to come and see how they prepare the food. In a second message he reminded the community that he has no problem that the conversaBon conBnue but it has to be done in a kindly way so the CM doesn’t have to intervene.
Case 3: Monoprix
So… what would you have done?
Conclusion: A lot of comments and buzz generated around this message but at least it doens’t impact the brand since the reacBon of the brand was perfect. Monoprix has nothing to blame, the job was done and in a nice way!
Case 4: Avans Hogeschool
Here’s what happened: Avans Hogeschool in Holland worked out social media guidelines for their students saying students of the school are considered ambassadors and can not speak bad about their school on social media. A one line that had been added to the general school rules. NaBonal press picked it up with the sensaBonal "School prohibits students to talk bad on social media" and got reinforced very fast by other big media publishers. It caused a storm of negaBve comments on Facebook & TwiVer. Avans posted a reacBon but “forgot” the most important thing here… answering their followers!
Case 4: Avans Hogeschool
Later on TwiVer & Facebook, but no reacBon on the comments on Avans side
So… what would you have done? Conclusion: No maVer how hard or tricky the quesBon is you have to answer your fans or followers, the longer you wait, the nasBer it will get.
Best (or worst) Community Manager answers!
Best (or worst) Community Manager answers!
Best (or worst) Community Manager answers!
Best (or worst) Community Manager answers!
Best (or worst) Community Manager answers!
Best (or worst) Community Manager answers!
Best (or worst) Community Manager answers!
Best (or worst) Community Manager answers!
Best (or worst) Community Manager answers!
Best (or worst) Community Manager answers!
See you next Friday Session!
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