Anatomy of a Brand’s Facebook Oops
Unless I’m in the mood for a shopping trip, my eyes usually skip over the promotional New York & Company Facebook posts that appear in my feed. Until last week, when this brand post caught my eye:
“An employee with access to the NY&C Facebook page mistakenly posted to the company wall, thinking they were logged into their personal account. The post does not reflect the views of New York & Company and we apologize for the mistake. We immediately took the post down and regret if any fans were offended. We will put a process in place to ensure this doesn’t happen in the future. Again, our sincerest apologies.”
I did not see the original post that triggered the apology, but it seems (based on comments from those who did read it) to have been about a pop song.
So how did the Facebook nation respond to the “rogue” post and apology? Here’s a snapshot of the nearly 300 comments from brand fans:
- “Turned out to be the best marketing you guys have done. I have never paid attention to NY & Co posts before.” (Jessica D.)
- “Is she President of Marketing yet?! You would be crazy to do anything but promote her! Is this your biggest “comments” for a post yet? 🙂” (Debi W.)
- “It’s ok! People in corporate post mistakes all day! There was no harm done. Please don’t terminate her employment. Show some mercy, please.” (Kimberly V.)
- “…Do not fire her, it was a mistake! Anyways, I LOVE that song!!!!!!!…” (Stephanie R.)
And there were many more in the same vein. The company did respond to customers concerned about the employee’s status with this post:
“We have received an outpouring of concern for the employee we mentioned this morning who made a posting mistake. Fear not, fans, nothing terrible has happened to them. They still work here. We recognize it was unintentional and we appreciate your concern!”
That post earned 750+ Likes—including one from me.
Social media is all about human interactions, so it’s inevitable that errors are going to happen. The key to overcoming them is considering each situation individually and reacting in an appropriate way.
How do you think the fashion retailer handled this social media situation?