Social Media plays out dangerously when you are overconfident and this is a real case of it.
It was a clever move by freshdesk to publish this whole thing and getting in to the radar of people and maximizing profits from this unpleasant event. But certain things in their move also could backfire with many. For example, freshdesk whipping up the racism part and playing their cards can also backfire. This is because that comment is not Ben’s making but someone else’s who just used Ben’s tweet to share his own and added fuel to the fire.
In traditional world, this would not have been even heard. Welcome to Social Media. Social Media allows you to maximise benefits if you play your hand in the right proportion with the right mix at the right time.
Social media is about people talking to people. The use of Social Media changes the rules of the game in a big way. Traditionally, the conversations used to be private whereas Social Media tends to make these conversations public. So overconfidence can backfire. Making a non-issue to your advantage can also backfire.
Today, customers are empowered by Social Media. They will talk about products and services all the time and on distributed networks. Organizations might feel that they are transitioning from complete control of their brand to zero control. However, it doesn’t mean that Social Media is bad for businesses. Even if businesses ignore Social Media, their customers are going to talk about them and a tactic that sees businesses ignore these conversations has the potential to be greatly damaging.
Though this incident is between an analyst and a company, view it in terms of a Brand and its customers.
Businesses should convert criticism into an opportunity to reach out to disgruntled customers and convert them into loyal ones. A bad move by a brand in Social Media gets amplified many times, eventually turning into a full scale PR nightmare. To avoid such nightmares, it is important for organizations to devise a smart social media strategy that includes proper policies, training, follow up procedures, etc..