Turning a negative into a positive

1-reeses-christmas-candyI think one of the more difficult aspects of social media in a corporate context is knowing when and how to engage to turn negative stories into positive ones.  A recent example of this is Reese’s response to criticism regarding their chocolate covered peanut Christmas trees.  Meant as a seasonal product to capitalize on Christmas gift giving and stocking stuffer purchases, the product attracted negative attention on social media, particularly Twitter and Instagram, for their “untree like shapes.”
This attention started to negatively affect the brand overall, IE are they trying too hard to capture the Christmas market with a sub par product. Rather than ignore the comments, Reese’s marketing dept addressed the criticism head on with the hash tag #alltreesarebeautiful.  They supported the hashtag with online ads featuring not only the offending trees but other products in the Reese’s holiday line.
This light hearted approach attracted media attention showcasing their product but also showing that they are a company that takes social media seriously and are willing to poke fun at themselves.  Reese’s twitter account is engaging and responds to negative criticism with humour when appropriate and sensitivity when needed.  I encourage you to check them out at @ReesesPBCups.

2 thoughts on “Turning a negative into a positive

  1. I was not aware of this news story and found it quite interesting and informative. A similar thing happened where I work where a post on the social media account resulted in a string of negative comments. Unfortunately, with the social media strategy still in its infancy, the team struggled to respond and control the spiral of negative comments. I think this highlights the importance of having the right people run corporate social media accounts and also that their use by a company should not be taken lightly.

  2. I think having the right people running corporate social media accounts is so important, as is replying in a timely manner. I have noticed some corporate accounts are only operational Monday-Friday meaning issues can spiral out of control over the weekend as Twitter or Facebook discussions pick up steam.

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