How to derive the maximum benefit from the Facebook-scandal

Author : Nina Hlushchenko

Source : 112 Ukraine

During the last 6 months, at least three well-known Ukrainian companies became involved in conflict situations with their buyers
10:40, 4 September 2018

Open source

Facebook scandals have become part of Ukrainian everyday life, as well as terrible dreams of companies and their PR stuff. During the last half-year at least three well-known Ukrainian companies became involved in a conflict situation with their buyers and could not get out of it, without losing face. At least two companies tried to get a piece of glory on the background of the arrival of public figures in Ukraine. And this is not counting Facebook itself, which several times fell into the hands of the authorities because of the leakage of user data or their illegal collection.

Social media are a powerful tool. With their help, you can achieve justice, attract attention to your business or the death of the competitors. However, this weapon might not work or even turn against someone who has violated the invisible rules of defending his reputation in the network.

  1. David vs. Goliath

What happened: a conflict between the Citrus store and the customer, it occurred in March this year. The client wanted to repair her iPhone, it was recognized as non-repairable, and then sold on the black market. The new owner began to aggressively demand from the girl her iCloud password, threatening to send her personal photos to her contacts. The victim's brother wrote about the situation on Facebook, tagged several major Ukrainian media. Citrus initially refused to accept responsibility for an authorized service center employee. Non-recognition of responsibility has drawn great attention to the press, regular mentions, and detailed analysis in a negative context.

Related: Ukrainian start-up for client search enters foreign markets

GoodWine client complained that his pregnant wife was refused to make coffee for her taste, and after one and a half years one of the directors in social networks hinted that the inscription on socks "Makes me mad" is dedicated to her. This case did not become so resonant but nevertheless was discussed in professional circles.

How it works: Confrontation between a small person with a big "evil" cannot end well for the latter since public opinion would always protect a small person, Vira Chernysh, international marketing consultant, explains.

  1. How Ivan Ivanovich quarreled with Ivan Nikiforovich

What happened: One of the clients of the Stylus store complained that he had purchased the stolen goods in the store. The support service did not pay attention to the issue, and the victim turned to the store owner at one of the business events. The conflict between the owner and the client began at the stage of an absentee discussion, and during the direct contact, it turned into fabricated accusations from the client and the use of physical force by the director.

Related: Ukrainian company ready to check clients on cyber-attack preparation on Russia

How it works: The store owner did not refuse to publicly discuss the problem and did not hide that in a fit of anger he somehow crossed the line. This partially reduced the degree of the scandal. Unlike the first example, the reputation of the client was not so ideal (escalation of the conflict and verbal aggression, which provoked even more brutal responses). Both participants (and not just the one accused initially) have lost their identity during the conflict, and the client has lost the chance for the sympathy of the audience and identification with the victim.

Related: Man busted trying to sell 100 Gb of data from company's client database

  1. Taking advantage of someone else's glory

What happened: After the concert of Massive Attack (according to one theory, the vocalist of the group Robert Del Nye is Banksy, an English underground artist), two “Banksy graffiti” appeared in Kyiv. On the one hand, the presence of two graffiti eloquently hinted that neither of them is original. On the other hand, there was a polemic between two groups of authors about which of them is a real graffiti.

The first to claim authorship was the Underdog agency, which installed a tablet with its own manifestos near the images. The agency explained that they were the first to apply graffiti, and the competitors "decided not to notice this fact," trying to take advantage of it. Then the team attributed the authorship of all the works to themselves.

Related: Kyiv is mutilated with outdoor advertising and jingoistic murals

The activity of Underdog caused the second group of authors to come to the light too. It turned out that the second work belongs to the Yabloko ideas studio agency. The purpose of the Underdog was self-promotion, the goal of Yabloko ideas studio was the promotion of "TOKA" electric stations (the name of the company appeared in media publications).

Related: Men vandalized store where graffities of times of Euromaidan were erased

Public skirmish on Facebook has become viral. The Underdog blog says that during the week the campaign received 150 publications in the media (not only in Ukrainian but also in international) and more than 5 600 000 coverage.

How it works: Initially, both companies have chosen as an information guide an event that will attract mass interest and with a high probability of getting into the media. However, the spontaneous turn of events (the presence of not one, but two graffiti) has leveled the value of the information guide itself, but the interest in the situation was doubly heated.

Related: Graffiti with Sentsov, Kolchenko appears under mural with Putin in Simferopol

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