This presentation handles about dealing with negative feedback and rumours in Social Media. -How can you avoid a "shitstorm?" -How can you protect yourself from cyberbullying?

1. Negative Feedback and Rumours
In Social Media Marketing
Social Media in Marketing, Assignment 4
Yannick Kramm

2. Topics
• Shitstorm – the worst case for companies
• How to handle negative Feedback
• Case Study “Nestle”
• Cyberbullying - Consequences to individuals

3. Negative Feedback - The «Shitstorm»
• Word “shitstorm” voted as “Anglicism of the year” in Germany
• Meaning of unbridled snowball-effect
• Whole Internet community against one company
• Hundreds of complaints and insults on online platforms
• Started by wrong customer service

4. Shitstorm Radar: Where are you?
Issue still stoppable with a proper
crisis handling

5. Shitstorm Scale: How bad is it?
• 0=Everything alright
• 1=scattered criticism from a single person, no media attention
• 2=repeated criticism from a person, only one channel affected
• 3=persistent criticism, slop over other channels and platforms
• 4=forming of a protest group, many platforms involved
• 5=extensive blog entries and follow-up-articles in online medias,
increasing interest to common medias
• 6 = Disaster. Maximum shitstorm with attention not only to the
Internet but also a top theme in the common medias

6. How to handle negative Feedback
Do’s
• Swallow your pride and be honest to yourself
• Stay calm and wait to answer until you have a clear head
• Re-read the message and consider its validity
Don’ts
• Never delete bad comments Because it is first of all already in the www and
secondly the customer will be even more irritated and
continue attacking you
• Don’t start arguing with customers Because the customer becomes, again, more irritated
and will find followers – you would be on the best way
to risk a shitstorm
• Don’t ignore comments Because appropriate responding is an opportunity to
demonstrate excellent customer service

7. Case Study “Nestle”
• Between March 17 and 23 2010 Nestle has been attacked on Facebook about their
alleged role in the illegal clearance of rainforests
• Their reaction has been voted to one of the biggest “online ups” of all time
How did Nestle respond
to the comments?
Sarcasm and
childish behaviour
Arguing and playing
the victim
Offencing
individuals

8. Case Study “Nestle”
• Between March 17 and 23 2010 Nestle has been attacked on Facebook about their
alleged role in the illegal clearance of rainforests
• Their reaction has been voted to one of the biggest “online ups” of all time
What happened next?
Up to 80 wallpost
comments per hour

9. Case Study “Nestle”
• Between March 17 and 23 2010 Nestle has been attacked on Facebook about their
alleged role in the illegal clearance of rainforests
• Their reaction has been voted to one of the biggest “online ups” of all time
What should Nestle learn?
6 Lessons for Nestle
1. Admit Mistakes
2. Never be condescending towards a commenter
3. You don’t make the rules in Social Media!
4. Always have a crisis Management plan
5. Hire a professional for Social Media troubles
6. Respond to the online community
Lessons every Brand can learn from the Nestle fiasco

10. Cyberbullying
“"Cyberbullying" is when a person is tormented, threatened, harassed, humiliated,
embarrassed or otherwise targeted by another person using the Internet,
interactive and digital technologies or mobile phones.” stopcyberbullying.org
“Children have killed each other and committed
suicide after having been involved in a
cyberbullying incident”.
stopcyberbullying.org

11. Cyberbullying
Prevention
• Educate Teenagers about consequences
• Ask your children if they were/are in that situation
• Visit the following websites
www.stopcyberbullying.org
www.cyberbullying.org
www.ncpc.org/topics/cyberbullying
www.stopbullying.gov/cyberbullying/index.html
www.kidshealth.org/parent/positive/talk/cyberbullying.html

12. Thank you for your attention

13. Literature
Page 2 http://www.newsazb.com/TheAZB/2012/06/06/detecting-stranger-danger/, 13.10.2012
Page 3 http://bitethedust.com.au/bitingthedust/wp-content/uploads/2009/03/dust-storm-1.jpg, 13.10.2012
Page 4 http://www.big-social-media.de/news_publikationen/meldungen/2012_06_04_Monitoring_als_FWS.php,
30.09.2012
Page 5 http://www.computerworld.ch/news/kommunikation/artikel/shitstorms-was-sie-wert-sind-59965/,
24.09.2012
Page 6 Social Media and the Consumer: How to handle negative Feedback, http://socialmediatoday.com/rachel-
strella/441158/social-media-consumer-how-handle-negative-feedback, 24.09.2012
Page 7 http://lexiconsocialmedia.wordpress.com/2010/03/20/nestles-social-media-fail/, 10.10.2012
Page 8 http://achinger.com/tag/pr/, 10.10.2012
Page 9
Text Lessons every brand can learn from the Nestle fiasco,
http://lexiconsocialmedia.wordpress.com/2010/03/23/lessons-every-brand-can-learn-from-the-nestle-
fiasco/, 10.10.2012
Page 10
Text stopcyberbullying.org, http://www.stopcyberbullying.org/what_is_cyberbullying_exactly.html, 02.10.2012
Picture http://topics.nytimes.com/topics/reference/timestopics/people/m/megan_meier/index.html, 02.10.2012
Picture http://www.dailymail.co.uk/news/article-2096968/One-children-targeted-cyber-bullies-350-000-suffering-
persistent-torment.html, 02.10.2012
Page 11 Print Screen, www.stopcyberbullying.org