As larger brands and business get more involved with social media marketing, I’m starting to notice a theme: big names making some big PR mistakes.
The latest example of poor social behaviour is Claire’s Accessories. The fashion accessories chain was recently called out by Tatty Devine for its blatant plagiarism of several of their designs. So far, Claire’s has yet to officially respond to the accusation but that hasn’t stopped scores of tweeters, facebookers and the like to unleash a swarm of unfriendly comments on the matter. So much so, that Claire’s is now a trending topic. So, how has Claire’s reacted to the sudden attention of consumers everywhere? By deleting all negative comments and burying their head in the sand. Big mistake, Claire’s!
Word to the wise – social media is a two-way medium, so either get with it or get off it!
Do brands and businesses really think that they can receive all the benefit of social media marketing without needing to be held accountable? Social media is an amazing forum for staying in tune with your customers but it also gives those customers significantly more involvement in the way your business is viewed. Brands that ignore this really need to get a grip! All plagiarism issues aside, here is what Claire’s need to do today:
There is a problem. They know it; we know it, so there’s no point in pretending it doesn’t exist. Be honest and at least say that you’re looking into it.
Instead of trying to silence your customers, use your voice to address their concerns.
Say you’re sorry!
You were wrong to rip off the designs. You were wrong to not immediately respond to the issue. You were wrong to try and control negative comments on public forums. I think at this point, an apology is more than appropriate.
Now that we’re clear there is problem, you’re talking about it and you’ve apologised, tell me what you’re going to do to fix it. This is your chance to recover your public image. Make the most of it!
Do you have a take on Claire’s response? How would you handle this situation? Please add your comments and get in on the debate!
Stay tuned for more Friday Freak Outs!
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