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What can a company do when a Twitterstorm is killing brand value? AdAge gives companies a guideline on how to react on social media ‚attacts‘. This is the essence…
1. Listen to the what — and to the who. – Not everybody causes a Motrin effect…
2. It’s OK to say, „We don’t know.“ – Humanizes the outside view of the company…
3. Address the crowd where it’s gathered. – Public apology on websites might confuse other consumers…
4. Tone matters. – In marketing, PR and also for social media reactions…
„People don’t expect companies — even Amazon — to be infallible,“ said Diane Hessan, CEO of Communispace. „They do expect those companies to want to learn, to want to engage with their customers, to want to listen hard, and to show genuine commitment to fixing the problems — with the human voice that they’ve become known for.“
5. Explain how you’ll address the future. – Have a strategy in place for future Twitterstorms.
6. Invest now to prepare for accidents later. – Something companies should really be looking for with a much more intense focus…

Or you contact an organization that calls itself ‚The Blog Council‚, founded 2007 in Chicago. A company that has a pool of more than 40 enterprises like Ford, General Electric, Coca-Cola and UPS. Their boss, Andy Sernovitz, advices in one of their 2009 Brand Eins magazine issues… (in a shortened version)
1. Built trustworthiness in the blogger-sphere and in target groups – long before a Twitterstorm.
2. Monitor the web in real-time. Don’t forget that bloggers are ‚working‘ at the weekends.
3. React asap when a debate is coming up on Twitter (in approx. 15 minutes). Otherwise, the tenor will have made its way to the heads and minds of the target group.
4. Answer as a person, not as a company. Talking to real people takes the anger to a different level…

The Motrin video is here, in case you had not seen it, take a glance and learn what kind of ads can separate the world…

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