March 6, 2012
The anatomy of a social media success story: http://ow.ly/9tl8L
December 14, 2011
The perfect Christmas present for your local @Kwik_Fit branch manager: http://ow.ly/7YCdf
November 14, 2011
Six ways to take your blog to another level: http://ow.ly/7sgac
June 25, 2010
As many of my regular readers already know, my answer to this question is a resounding Yes.
The Kwik Fit example, where I utilised a rising audience to highlight life-threatening service from Kwik Fit Whiteladies Road branch in Bristol, has consistently gained 100+ hits per day since the wholes debacle went public online recently.
And whilst it hasn’t caused a shift from Kwik Fit management – at least not publicly, anyway – what has come to light are the following things:
* The Search rankings have stacked up against Kwik Fit for key phrases, such as ‘Kwik Fit reputation’ on Google in a short space of time
* Kwik Fit management are scouring the blog daily for keywords under their senior managers’ names
* Whilst not publicly addressing the issues I highlighted, Kwik Fit are painfully aware of the true cost of poor customer service
The further examples listed on the blog post – now up to around 60 comments – are making it clear that blogs are a powerful and useful online platform for voicing bad as well as good things about companies. The Facebook anti-fan page is doing well, too.
My question is this – have you, or are you considering, using a blog as a forum to express poor customer service?
June 8, 2010
May 20, 2010
And here’s why.
Substantial damages paid by national newspaper, after online story version containing libelous statement went live. Proof that bloggers can – and will – fight for their reputations to be protected. I think it’s a stunning example, but won’t be the last.
There is a perception that if comments are posted online, rather than in print, they don’t hold the same weight or force – not so, of course, as this case has clearly highlighted. Content is powerful, irrespective of the medium on which it is conveyed.
Maybe that’s why Kwik Fit have maintained complete silence over this corporate reputation debacle throughout the whole of 2010.
May 16, 2010
If you thought that a bit of negative online PR didn’t hurt businesses, look at this outstanding article from Mathew McDougall regarding the ongoing BP oil spill. The corporate PR fallout is proving as damaging for the company (estimated at $14 billion to date) as the environmental impact on Mother Nature.
It raises the question for me – can a business afford not to monitor, measure and manage its own messages online?
In this age of constant online comment, blogs, tweets, customer forums, 24-7 News sites and the ever-increasing power of individual platforms – such as the recent impact of Nestle’s share values from the implosion of their Facebook Fan page – it seems more important than ever before for companies to address issues online as soon as they are raised.
We’ve seen the disastrous effects of non-positive action, denial, finger-pointing and the like in recent weeks here, too. That particular blog is costing Kwik Fit 100 customers per day, but in the absence of a responsible management team on board, one expects nothing more – or less, really.
So, my top tips to handling negative online PR? Well, three simple steps really:
* Be open and transparent in approaching the issues.
* When you’ve listened to the issues, listen some more.
* Do whatever it takes to put it right. Whatever it takes.