First, have a look at the Comcast installer video posted on YouTube by a rather unhappy and opportunistic customer.
This is a brand terrorist in action. Not a fanatic, just someone with a grudge to bear and a bit of time on their hands. Not only is it rather amusing, but the stats tell a scary story - 1.2m views and 704 comments. Imagine what it would cost to buy that sort of coverage. And imagine the cost of undoing the harm of this negative message..
The Internet has the power to amplify a message. The viral effect means that if an individual's blog / video / podcast hits a nerve, there is no limite to how many people will see it. If that message happens to be a rant about your business that could be bad news.
What can you do about this, you might well ask? .
The answer is that you have to take your customers very seriously - every single one of them!
1 comment:
Tom makes a good point about the impact of a Brand Terrorist and talks about the media value of the negative publicity.
The impact is even worse if you add in the value of lost sales due to the negative publicity. In my article, Are You Getting Enough Customer Complaints? I gave an example or how the lost sales revenue from just 1 brand terrorist could easily exceed £150,000. The article also gives examples of how some of Britain's best brands take steps to avoid this happening.
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