This document summarizes four cases of community managers facing challenges on social media. For Carrefour, an informal response to a complaint avoided escalation. Ter Zake faced criticism for an arrogant response, which became a trending topic until an apology. Monoprix's community manager addressed complaints about a sandwich politely and proposed a solution. Finally, guidelines restricting negative student speech about their school were sensationalized by the national press.

1. The
Freaky
Friday
of
a
community
manager
18/09/13
Christelle
Deliens
&
Kim
Recour
Friday
Session
#59
Follow
@Cleverwood
Use
#FridaySession

2. IntroducBon
Friday
13th:
worst
case
scenario
for
a
community
manager?
4
cases:
-­‐ Carrefour
-­‐ Ter
Zake
-­‐ Monoprix
-­‐ Avans
Hogeschool
And
we’ll
close
the
day
with
some
#fails
and
#fun

3. Case
1:
Carrefour
Here’s
what
happened:
Someone
posted
on
the
Carrefour’s
Facebook
wall
a
picture
showing
an
employee
posing
with
fish
that
were
in
the
fish
department.
This
person
was
shocked
and
expressed,
in
capital
leVers,
her
displeasure!

4. Case
1:
Carrefour
The
challenge
for
this
kind
of
situaBon
is
to
answer
correctly
and
rapidly
to
avoid
a
chain
reacBon
and
create
a
“bad
buzz”.
What
Carrefour
answered
was
really
informal
and
evasive
but
surprisingly
nobody
noBced
that,
and
the
conversaBon
between
the
pro
and
the
anB
employee
goes
on!
So,
what
would
you
have
done?
Conclusion:
We
can’t
stress
enough
that
you
need
to
be
prepared
to
face
this
kind
of
situaBon!
This
Bme
it
didn’t
go
viral
and
didn’t
affect
the
reputaBon
of
Carrefour
but
if
there
is
a
next
Bme,
I
would
recommend
Carrefour
to
take
the
Bme
to
answer
more
completely
to
reassure
the
community.

5. Case
2:
Ter
Zake
Here’s
what
happened:
On
a
quiet
Monday
evening
TwiVer
exploded
due
to
a
very
dry
and
arrogant
answer
from
Ter
Zake
to
one
of
their
followers,
and
instead
of
apologizing
they
just
kept
going
on.
Before
they
knew
every
newspaper
and
website
picked
up
the
story.
This
must
have
been
a
Friday
13th
for
the
boss
of
that
community
manager
…
It
started
of
with
this

6. Case
2:
Ter
Zake
A
couple
of
hours
later,
finally,
Ter
Zake
apologised
with
this
Tweet
So
what
started
of
as
a
criBcal
remark,
not
really
potenBal
for
a
crisis,
became
a
trending
topic
on
TwiVer
in
no
Bme
So,
what
would
you
have
done?
Conclusion:
It’s
dangerous
to
react
to
criBcal
remarks
in
a
personal
way,
someBmes
you
have
to
give
your
personal
touch
as
a
community
manager
but
here
a
construcBve
conversaBon
with
the
follower
could
have
avoided
lots
of
damage

7. Case
3:
Monoprix
Here’s
what
happened:
The
Community
Manager
of
Monoprix
was
not
as
lucky
as
the
one
of
Carrefour!
He
really
got
his
Friday
13th!
A
Facebook
user
posted
a
rude
message
on
the
Monoprix
page
complaing
about
the
infamous
taste
of
the
Ham
Emmental
pavement
bread
he
ate.
Then,
the
discussion
started
with
plenty
of
other
people
complaining
too
and
who
aVacked
the
brand
it-­‐self
with
more
that
890
comments
and
17.000
likes!

8. Case
3:
Monoprix
The
quesBon
was
how
to
react
when
you
are
faced
to
that
kind
of
situaBon?
What
to
answer
without
having
a
backfire?
The
Community
Manager
took
his
Bme
to
answer
briefly
and
in
the
best
way
I
think
by
explaining
that
he
can
understand
that
not
everyone
loves
the
sandwich
they
buy
and
proposed
to
this
guy
to
come
and
see
how
they
prepare
the
food.
In
a
second
message
he
reminded
the
community
that
he
has
no
problem
that
the
conversaBon
conBnue
but
it
has
to
be
done
in
a
kindly
way
so
the
CM
doesn’t
have
to
intervene.

9. Case
3:
Monoprix
So…
what
would
you
have
done?
Conclusion:
A
lot
of
comments
and
buzz
generated
around
this
message
but
at
least
it
doens’t
impact
the
brand
since
the
reacBon
of
the
brand
was
perfect.
Monoprix
has
nothing
to
blame,
the
job
was
done
and
in
a
nice
way!

10. Case
4:
Avans
Hogeschool
Here’s
what
happened:
Avans
Hogeschool
in
Holland
worked
out
social
media
guidelines
for
their
students
saying
students
of
the
school
are
considered
ambassadors
and
can
not
speak
bad
about
their
school
on
social
media.
A
one
line
that
had
been
added
to
the
general
school
rules.
NaBonal
press
picked
it
up
with
the
sensaBonal
"School
prohibits
students
to
talk
bad
on
social
media"
and
got
reinforced
very
fast
by
other
big
media
publishers.
It
caused
a
storm
of
negaBve
comments
on
Facebook
&
TwiVer.
Avans
posted
a
reacBon
but
“forgot”
the
most
important
thing
here…
answering
their
followers!

11. Case
4:
Avans
Hogeschool
Later
on
TwiVer
&
Facebook,
but
no
reacBon
on
the
comments
on
Avans
side
So…
what
would
you
have
done?
Conclusion:
No
maVer
how
hard
or
tricky
the
quesBon
is
you
have
to
answer
your
fans
or
followers,
the
longer
you
wait,
the
nasBer
it
will
get.

12. Best
(or
worst)
Community
Manager
answers!

13. Best
(or
worst)
Community
Manager
answers!

14. Best
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worst)
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Manager
answers!

15. Best
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worst)
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answers!

16. Best
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worst)
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17. Best
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18. Best
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19. Best
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worst)
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answers!

20. Best
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worst)
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Manager
answers!

21. Best
(or
worst)
Community
Manager
answers!

22. See
you
next
Friday
Session!
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