"The need for effective reputation management has never been more acute, with brands in the public eye more than ever and social media giving consumers a voice to vent their frustrations. Catherine Turner explores what savvy brands are doing to protect their reputation, deal with stumbling blocks, and live up to the expectations of an unforgiving public. The recent travails of two of the world's biggest retailers highlight the extremes faced by businesses in a world of online reputation management."
"One, Tesco, finds itself in institutional crisis and the subject of a formal criminal investigation (erroneous financial reporting) that goes to the heart of its operations. It has already generated a slew of negative press, both online and off, and social media schadenfreude from those happy to see the once-mighty supermarket fall from grace. The other, Walmart, faced the ire of the internet when it labelled a section of its seasonal Halloween store 'Fat Girl Costumes' - a social media horror story that led to it issuing apology after apology and hurriedly closing down the offending page."
Effective reputation management is essential as brands are highly visible and consumers use social media to air grievances. Savvy brands proactively protect reputation, address operational failures, and meet public expectations. Major retailers demonstrate extremes: Tesco faces institutional crisis and a criminal investigation over erroneous financial reporting, generating widespread negative press and social-media schadenfreude. Walmart experienced intense backlash after labeling a Halloween section 'Fat Girl Costumes', prompting multiple apologies and removal of the page. Rapid response, transparency, and corrective action are necessary to limit damage and restore trust.
Read at The Drum
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