Sunday, November 16, 2008
#Motrinmoms = Exhibit A for online monitoring
Over the weekend, a nice lil Twitterstorm erupted after Motrin ran an ad on it's main website that many mommy bloggers took offense to. And those moms descended upon Twitter to vent their anger over the ad, making #motrinmoms the most common term on Twitter. And as of this writing, the Motrin main website is down.
As the backlash grew during the day, one blogger sought out the agency that handles the Motrin account and contact them to see what they thought of the Twitter-backlash against Motrin. Apparently, they had no idea it was happening.
And to me, this is the biggest issue in this entire 'crisis'. Motrin apparently did little to no monitoring of their intended audience before or during the Twitterstorm. Which is still baffling to me in this day and age of free and easy tools to let you do just that.
Simple monitoring using Google Blog Search or Twitter search would have immediately alerted Motrin to complaints from customers, and they could have started reaching out to angry customers in order to defuse the situation. If your company isn't using both of these tools, start doing so immediately.
Another key point: The quickest way to convert an angry detractor into a passionate evangelist, is to listen to them and act on their complaints.
That is, if you are willing to listen in the first place.
Pic via LisaHoffmann's tweet.