Just read a really interesting article in AdAge that provides a post-mortem autopsy on the Kenneth Cole Twitter scandal…and subsequent redemption. There are two provocative arguments in the article:
- Social media has dramatically accelerated the usual steps and cycle of scandals, including quick resolution and forgiveness for those who take appropriate action;
- The new scandal pattern features a secondary wave or parodies of the original blunder…which sometimes generates more attention that the original event.
Based on some recent miscues propagated on/by Twitter, it would appear that companies can go from goat to reformed sinner much faster than before the advent of social media. And the deluge of content on networks like Twitter and Facebook inevitably helps push old news out of the spotlight. That said, I would argue that the outcome of the crisis – and ultimate impact on the brands involved – depends on the magnitude of the original error, as well as how promptly and cogently the company reacts. Kenneth Cole quickly apologizing for his ill-advised use of #Cairo in his original tweet cannot be compared to the massive BP oil spill crisis, or even the recent Taco Bell “where’s the beef” situation. For one thing, those events quickly spread across social several social networks and traditional media channels and an easy, quick resolution is not likely to occur. (BP, for example, is likely to face years of legal repercussions.) These other crises also raise more fundamental, serious questions about the companies involved. Kenneth Cole may have been insensitive, but he wasn’t accused of endemic incompetence, harm to consumers or corporate corruption.
Despite these caveats, communication professionals should be aware that old models and time-honored principles of crisis management – do you remember the “5 R’s”…responsibility, regret, restitution, resolution and reform – are being influenced by the technology and mores of social media. In nothing else, it appears that some crises will be played out at lightning Web speed. Whether that makes it easier or harder to manage is open to debate, but it’s fascinating to watch.