This week in the news. Two high profile brand disasters, Dominos and Amazon. Dominos has been bitten by two employees posting alleged hoax videos to YouTube and Amazon's discovered a bug in their software which has made all gay and lesbian themed titles disappear from their site.
Both of these are high profile brands with lots of brand equity at stake. In the social web world there will be times when brands like these will face these type of problems. It seems that some people believe that you can stop them from happening. I think you can't prevent them. You can only set up a process for how to deal with the problems after they occur. The best approach is a process which addresses the issue head on. In the venue that the problem was created. So if you find yourself with a twitterstorm about your product then address it in Twitter. You don't need to bow to your participants demands. You just need to be open and honest with your participants. This approach will gain you more respect and gain brand equity rather then lose it.
This I believe is another example of how the marketing world is changing. We've truly shifted to the one to one communication model. It kinda of makes sense, the internet has changed the way business operates. Why would it not change marketing /communications?
Articles that informed this post:
How to Weather a Twitterstorm
The Aftermath of Domino's PR-Disaster Video
Domino's Posts Apology Video on YouTube
What Domino's Did Right -- and Wrong -- in Squelching Hubbub over YouTube Video
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