Social Media ‘Brand Defense’ is Key

Since online dialogue has established itself as a purchase influencer for a majority of consumers (51%, says Deloitte), retailers and consumer packaged-goods manufacturers must become hawks watching over social media mentions of their brands.

Since online dialogue has established itself as a purchase influencer for a majority of consumers (51%, says Deloitte), retailers and consumer packaged-goods manufacturers must become hawks watching over social media mentions of their brands.

Two recent incidents – one involving General Mills, the other Domino’s – show how fast falsehoods can travel online and how timely response by the brand parent can blunt negative impact. In June, a fake press release went out on PR Newswire alleging that President Obama ordered a probe into the General Mills supply chain. And last year, the Domino’s pizza chain suffered the indignity of two employees tampering with food in a widely viewed YouTube video. Retaliation by both companies was effective. 

Domino’s responded in the same medium as the affront. Its president apologized for the “isolated incident” and spoke of the “sacred trust” with customers in a YouTube video; the company also conversed with a confused public on Twitter. General Mills responded with its own press release and prevented most media from inadvertently spreading the bogus story.

Their efforts reflect a basic principle of brand defense: respond in the same medium as the assault – fast – so the same target audience sees the rebuttal. The widespread influence of ‘information’ seen online requires that retailers and CPG have ‘crisis story’ processes in place to respond to ‘out of the blue’ attacks.

Other tips from The Lempert Report:

• Have correct facts on the company website for quick, easy access
• Develop a Google strategy that ensures the company’s correct facts come up first
• Recognize that anyone can say anything they want, whether it’s true or not, and the brand is left to protect its reputation.

Time is of the essence because online habits are expanding. Deloitte said further that 33% of consumers buy more online now than a year earlier, and 43% communicate with retailers via social media (nearly two-thirds of them are seeking promotions), according to a Center for Media Research account.

Meanwhile, a new Harris Poll shows that 34% of U.S. adults air their positive or negative feelings about brands on social media. More complained about companies, brands or products than complimented them, and fewer still went so far as to review or recommend items, according to The Social Graf coverage.

Social media is a hotbed of commentary about brands. When it’s yours, make sure it’s right.