Well I don’t think it will kill them but they could take a lesson from the parenting handbook. While controlling your image in the media, don’t let your child run a muck online. After pulling their ads from the reality Show All-American Muslim, which was a bad move in my opinion, they appear to have left their social media unattended, and leaving all of their interactive clients with little interaction. They asked for their clients and fans to engage, so why haven’t they engaged them beyond this post ? The comments are out of hand and show a lack of commitment to dialogue with online community. While they do say they are sorry, I’m not sure they know for what. When your child hits their sibling and then says they are sorry, You hope they are sorry for hitting their sibling. But upon probing for a deeper response, you might find they are only sorry for getting caught.
When I started this post there were 23,000 comments and there are a lot probing for a little more than “I’m sorry.” In response from other FB’ers they are attacked by rude and ruthless racist remarks in later posts. I believe they should have moderated the comments from the beginning for clean language, while leaving the freedom to share your thoughts ring true. Social Media doesn’t only work for companies in good times it should be used as another method of responding to your audience and engaging their dialogue in bad times. What ever you do, don’t just let it sit there unwatched. I am all for free speech, but as a marketer, I think that the speech you leave on your company social media site unattended, might send the message that your company agrees with those thoughts. Adweek wrote a noteworthy piece today on the comments and lack of response by Lowes. By failing to moderate them from the start, they let it get out of control. I know it is tough to back edit 23,000 posts. Nevertheless, a couple follow –up posts would be a good start to showing what your sorry for. As of the writing of this post the comments are still visible and not moderated.