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This chapter is from the book

Learn from Great Examples

As I discussed upfront, there are a lot of examples to learn from, to learn how companies managed through their crises and how some avoided them. The following case studies demonstrate the best of what to do and what not to do! However, please note that the biggest idea to take away is that nothing in this chapter can make up for bad customer service, or a bad product, or—the list goes on. People use the social tools to vent, but having the right product or right customer service processes in place is the real area to address if your company experiences a social disaster. As discussed in Chapter 5, make sure your company is looking at your organization as a whole, and that your culture is willing to be open and transparent. Having the right culture, product, and process is the best way to avoid a disaster!

Richard Branson, CEO and founder of Virgin Atlantic, said in a London keynote,

  • “Get the product right, put a great brand on it, and then you’ll have a great success.”

Today, in the blogosphere, they listen and respond to every client comment, whether it is about delayed flights, service treatment, or ideas on their great Twitter offers. They have mastered the art of teaming and engagement both online and offline. But this was not always the case. In 2008, employees on social networks wrote about safety issues. Virgin did the same thing most companies did at that time—found the employees, reprimanded them, and pulled down the comments. Today, they fix those issues that are real, and ensure that the public knows about the actions that they’ve taken.

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