Picture source: http://logonoid.com/dkny-logo/
In November 2010, Brandon Stanton started a photographic projects called Human's of New York. Two years later, he approached by DKNY with an offer $15,000 for his photos in order to display in DKNY store, but Stanton declined.
25th February 2013, Stanton posted on Facebook, Twitter and Tumblr to review that DKNY has used his photos in a Bangkok store window without his permission and he requested DKNY to donate to the YMCA on behalf of Stanton.
Stanton posted the following in his Facebook Fan page:
Picture source: http://melissaagnes.com/dkny-the-perfect-example-of-how-to-avoid-a-social-media-crisis/
Picture Source; https://jackgu2013.wordpress.com/tag/dkny/
Stanton's photos were being used in a DKNY Bangkok store.
On the same day, DKNY immediately released an apology and promised that they will donate to YMCA on DKNY Facebook, Twitter and Tumblr.
Picture Source: http://melissaagnes.com/dkny-the-perfect-example-of-how-to-avoid-a-social-media-crisis/
At this stage, I think that DKNY had properly deal and engaged with the review.
It is because:
1. Respond Quickly
Quick reaction is the key in responding any negative review. The longer times the company takes to response a negative review, the more negative impact they will face, because online platform spread information widely within a second. DKNY instantly (within the day) issued an apology and made a promise to Stanton.
2. Respond honestly
Honest attitude is very important in this context. DKNY chose to embrace the negative review instead of attacking it. DKNY sincerely apologized to Stanton and said that they were working to seek the truth of the issue.
Unfortunately, there are many attacks continued for DKNY because of the lack of donating that the full 100k requested by Stanton to YMCA.
However, I think that DKNY was doing the right steps for their initial response and decision on social media.
Advice:
- Join the conversation
- Response to those negative online reviews and dissatisfaction no matter how worse it is.
- The responses are showing the respects and understanding towards the audiences.
- In order to maintain your reputation.
2. Contact the audience privately
- A company can choose to reach offline with the audience who complaints or post negative reviews.
- This action allow the company to give the audience a personal touch that signals you care about his or her.
3. Develop a social media policy
- It is very important for an organization to have own social media policy in order to respond the negative reviews and dissatisfaction.
References:
https://jackgu2013.wordpress.com/tag/dkny/
http://issuu.com/stephanie.brownlee/docs/comu2005_a1_-_stephanie_brownlee_-_42880097
https://www.americanexpress.com/us/small-business/openforum/articles/6-ways-to-handle-negative-online-reviews/
http://www.socialmediaexaminer.com/7-tips-for-dealing-with-upset-facebook-fans/
http://melissaagnes.com/dkny-the-perfect-example-of-how-to-avoid-a-social-media-crisis/
Thanks for your precious time to read :)
Have a nice day
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