How can we deal with some unexpected situations from groundswell? After almost done with Li&Benroff Groundswell, I finally recognized that how importantly we need to listen to groundswell, engage to groundswell and energizing groundswell. However. one of the most difficult problems that happened to groundswell is the "groundswell crisis".
As Li&Benroff mentioned: "five objectives that companies can pursue in groundswell are listening, talking, energizing, supporting, embracing." Even these five steps are a general way to take part in groundswell and are the way to make social media marketing, there still will be some unexpected situations from groundswells. For example, companies who are always active on social media have more possibilities to deal with public relations crisis problems. How to deal with these kinds situations?
Today, we will focus on "Costco recent social media crisis" and will give a brief analysis of Costco social media crisis management based on Li& Benroff suggested in Groundswell.
A latest new titled: " Woman buys fish from Costco, finds live worm inside."
This woman is claiming to have found a live worm in a package of fish she purchased from Costco a few days ago. When she planned to cook the fish before expire day, she found that it smelled bad. Then she found out that there is a worm inside the box. So she uploaded the video on Facebook.
When she went back to Costco wishing to get the refund, she surprisingly found out that she is not the first people to find the worms inside fishes.
So some influencers on the Youtube began to shot the videos about "worms in Costco fresh salmon."
With this news and videos spreading, Costco facing a social media crisis because a lot of people make comments like this:
As Li&Benroff mentioned: "five objectives that companies can pursue in groundswell are listening, talking, energizing, supporting, embracing." Even these five steps are a general way to take part in groundswell and are the way to make social media marketing, there still will be some unexpected situations from groundswells. For example, companies who are always active on social media have more possibilities to deal with public relations crisis problems. How to deal with these kinds situations?
Today, we will focus on "Costco recent social media crisis" and will give a brief analysis of Costco social media crisis management based on Li& Benroff suggested in Groundswell.
A latest new titled: " Woman buys fish from Costco, finds live worm inside."
This woman is claiming to have found a live worm in a package of fish she purchased from Costco a few days ago. When she planned to cook the fish before expire day, she found that it smelled bad. Then she found out that there is a worm inside the box. So she uploaded the video on Facebook.
Her facebook video went viral soon after that with nearly 6,000 shares and 375,000 views as of Sunday morning.
When she went back to Costco wishing to get the refund, she surprisingly found out that she is not the first people to find the worms inside fishes.
She especially mentioned: “Bought this at the Costco in Frederick, MD. When we took the video to Costco to get our money back the girl behind the counter said someone had just returned salmon with worms in it. No apologies at all. She acted as if this happens all the time. I’m so grossed out. Check your food people!!!!”
So some influencers on the Youtube began to shot the videos about "worms in Costco fresh salmon."
The funny thing is that worms in fresh fishes are very common situations. Scientist pointed out that the worms should be killed during cooking.
But, even we now know the fact, nobody can accept that the fishes you bought filled with worms right?
So what about Costco's reply to this news? Surprisingly, we can seldom find any official reply on the internet. As Li&Benroff suggested, Costco did engage in the groundswell with Facebook, Twitter, and other social media. But they did not make a good effort on social media crisis management.
Now, more negative news about Costco is spreading.
Still, there is no response from Costco.
Costco, as a big chain retail supermarket, really need to improve their groundswell management.
I enter the Costo to know about the recent scandal of social media. I'ms really surprised they have the kind of thing but I think you find a lot of interesting content that's so creative to demonstrate.
ReplyDeleteMe too, I was shocked about all the scandals about Costco in last few months, because Costco is so popular in North America and almost everybody goes to Costco to shopping.
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