Image or social media marketing crises are an everyday occurrence. They can be caused by many different factors, such as poor management or, for example, a disgruntled former employee. What other examples can we find? We also present links to reports.
Major sources of social media crises according to AdWatch report:
- Network, program failures, etc.
- gossip
- Inability to communicate with internet users
- organizational problems
- unintended consequences of deliberate actions
Examples of company crises in social media:
- Adidas - adisucks - https://interaktywnie.com/biznes/artykuly/marketing-w-nowych-mediach/internauci-bojkotuja-adidasa-koncern-ugial-sie-pod-naciskiem-19743
- Anti NC+ – https://www.rtvmaniak.pl/4536806/anty-nc-afera-facebook-telewizja-ncplus/
- Subalternatives vs Play - https://podrozniccy.com/pl/kontekst/302/podrozniccy-vs-play-przepis-na-brak-kryzysu-w-social-media.htm an example of positive resolution from both sides
- Tartar by Sokołów - https://www.mediafun.pl/tatar-firmy-sokolow-wiesz-co-jesz-czyli-anatomia-kryzysu-z-vlogerem-w-tle/
- Nikon Poland vs Segritta - https://fotoblogia.pl/afera-blogerka-segritta-kontra-nikon-polska-3-slowa-od-blogera-fotografa,6793523494221953a
- Tiger and the Warsaw Uprising -. https://sentione.com/pl/blog/kryzys-tiger-case-study
- Fanpage "Social media crises erupt on weekends" - reported in real time crises of Polish and global brands, by Polish Facebook users
Social media crisis reports
- Crisis in the age of Facebook https://www.sotrender.com/pdfs/kryzys-w-czasach-facebooka.pdf
- Social media crises - https://issuu.com/marketing-news/docs/adwatch_raport_kryzys_w_social_media_2012_05_web
- Crisis management using social media - https://bazhum.muzhp.pl/media/files/Marketing_Instytucji_Naukowych_i_Badawczych/Marketing_Instytucji_Naukowych_i_Badawczych-r2012-t-n3(4)/Marketing_Institutions_Scientific_and_Research-r2012-t-n3(4)-s265-279/Marketing_Institutions_Scientific_and_Research-r2012-t-n3(4)-s265-279.pdf
- How brands (don't) handle a social media crisis. Examples of crisis management
What to do in a social media crisis?
- Don't fight with the fans, it won't do any good, only negative effects
- Don't delete fanpage posts - practically nothing is lost on the Internet, and in crisis situations Internet users are more likely to take screenshots
- Don't pretend that nothing has happened - issue a statement, have a dialogue with users and try to resolve the crisis as soon as possible
- Do not perform unethical and illegal activities
