JCPenney vs. Susan G. Komen: How (& How Not) to Handle a Marketing Debacle

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John Barnes
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Blogger
Re: social media minefields
John Barnes   2/17/2012 12:01:22 PM
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But also (just to keep it complicated) responses should be firm and really firm.  The deadliest sign you can give off is "unless of course someone is offended and then we'll do anything to placate them."  It pulls in social media attack the way "C'mon, guys, this isn't funny ..." used to set off bullies on the schoolyard, and for similar reasons.

henrisha
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Evangelist

@Ellis. Thanks for sharing this. I find this interesting for a number of reasons: how the card read in the first place (sensitive subject matter, although I don't doubt that many will find humor in it), the source of the uproar, and how Target worked to resolve it. Good move by them.

henrisha
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Evangelist

Don't lie. On the Internet, lies are revealed, repeated, and retweeted faster than you can retract them.

True, true. The number one rule is to think before you speak--otherwise, you could have it reversed and used against you in an instant. The thing with social media, as you've mentioned, is that everything will spread like wildfire. You only need one spark to start the fire, and once it's lit, it will take a great deal of time to put off.

yuschick
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Proponent
What I Like to See...
yuschick   2/16/2012 7:35:37 PM
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When watching companies handle such situations, the one thing I prefer to see is a strong stance in one position; as you state/advise.  I feel Netflix could have learned from some of these notes as their wavering positions and poor choices led me to cancel and switch to Hulu.  I think with the way social media can deliver messages and share opinions, the impossible goal of pleasing everybody has become even more impossible.  Because of this, I think companies need to rely on honesty and consistency so those who don't agree may atleast develop a level of respect.

alizasherman
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Proponent
Re: social media minefields
alizasherman   2/16/2012 5:18:39 PM
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@ariella - agreeing to disagree - good attitude for brands. Not everyone will love you. Not everyone will agree. And getting "defensive" or "offensive" can trigger problems for sure.

Ariella
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Blogger
Re: social media minefields
Ariella   2/16/2012 3:51:08 PM
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@smkinoshita absolutely. Otherwise things can descend into personal attacks that get really ugly -- like some of the flaming comments you can see on blogs or even on YouTube videos. It really boils down to being able to disagree agreeably. 

Mitch Wagner
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Blogger
Re: Social Pr
Mitch Wagner   2/16/2012 3:40:02 PM
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@impactnow - Social media can quickly elicit a firestorm and yes it can quickly die down but the flames can be rapidly fire up again as seen with Netflix last year. 

And yet Netflix seems to have recovered, hasn't it?

smkinoshita
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Blogger
Re: social media minefields
smkinoshita   2/16/2012 2:23:46 PM
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OK, to clarify -- face it respectfully head-on.

alizasherman
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Proponent
Re: social media minefields
alizasherman   2/16/2012 2:20:03 PM
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I think applying the Golden Rule is a pretty good place to start, in life and in social media.

alizasherman
User Rank
Proponent

Interesting. I missed that about the inappropriate card. Curious to see how Target responded other than quickly pulling the card from shelves.

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