Headquartered in Columbus, OH, Nationwide Insurance does a lot of good for my home city, but that doesn’t mean they’re protected from online backlash. This week, The Candle Lab posted a photo on Facebook with the following caption:
So…it was brought to our attention today that Nationwide Insurance took an image of our candle with our logo/label on it, removed the text, and dropped in new text to use on a coaster advertisement. I try to not to be too sensitive about this stuff, but this is so clearly a rip-off of our logo and trademark and a shot at our scented candles that its hard not to be pissed. Its not too much to expect that one Columbus-based big company wouldn’t steal a likeness and take a cheap shot at a small Columbus-based company.
93 comments and 27 shares later (of just that original image), this had the potential to turn into a David vs Goliath battle. However, Nationwide acted quickly — responding to comments on The Candle Lab’s Facebook page, as well as other Facebook pages from the Nationwide corporate account. Additionally, the VP of Corporate Communication responded from his personal Facebook page.
Both companies acted like grownups. Posting his email and phone number in the comments, The Candle Lab’s owner invited Nationwide to contact him directly to come up with a fair solution. Then, he continued to share updates on Facebook to let people know that Nationwide reached out to him and apologized. This morning, The Candle Lab posted that Nationwide has offered to donate $500 to a charity of their choice.
When an online controversy starts to bubble to the surface, a company’s poor response can escalate a “situation” to a crisis. After all, in crisis, if you’re not quick, you’re not relevant; however, the swift response needs to make sense for situation. As Elissa Freeman wrote, brands should consider these three filters when facing an online outcry:
- Consider the demographic. Do they affect my business? Are they an organized entity?
- Prevent knee-jerk reactions. Do we need to respond? Now or later?
- Implement good crisis communications. The rules still apply depending on the severity of the situation.
The speed at which people can mobilize can catch companies off-guard, which sometimes leads to questionable decisions. The blogosphere likes to mock companies that #fail at crisis communication; however, in this case, Nationwide should be applauded for responding quickly — and, just as importantly, responding in a manner befitting the situation.
•••
Like what you’re reading? Follow Heather on Twitter or click here to get new posts delivered via email or RSS.
{ 1 trackback }
{ 9 comments… read them below or add one }
Quick, collected response. RT @prtini: HOW TO respond to online criticism: A lesson from Nationwide Insurance: http://t.co/pKvMngSg
Although I agree with you about their pace of response, I felt the personal and business responses were so obviously the bullet point message they crafted that it almost sounded insincere. Am I the only one feeling that way?
@KeithSpeers Keith, as with email, it’s always hard to know how to read tone. I do see what you’re saying as I read it again, but I still give Nationwide credit for responding quickly, apologizing and taking steps to fix the problem. But, you raise a good point: What’s the best way to convey tone when something like this happens?
RT @prtini: HOW TO respond to online criticism: A lesson from Nationwide Insurance: http://t.co/Dc5tYY83
@laurenkgray Lauren, meet my new friend @morganrhc. You two have a lot in common.
Great example – we are discussing this morning RT @prtini: HOW TO respond to online criticism: http://t.co/7CS2mt2T
The delegation of ‘who is’ to handle sensitive situation and through which social feed the reviews and decisions can be publicized is a new and ‘can be’ troubling median for corporations. Employees, even executives are leery about what to say, and who has access to see the process and outcome of the decree. A consistent corporate message is very important to maintain as well as business branding and public image. With increasing mobile adoption by consumers at such a rapid pace, information moves, transfers and is reinterpreted so quickly your social-business-model must make sure your organization provides a consistent branded message,where consumers can go to engage your brand, leave comments, reviews and feedback. *biztag
you’re in reality a good webmaster. The website loading velocity is incredible. It sort of feels that you’re doing any unique trick. In addition, The contents are masterpiece. you’ve done a fantastic process in this matter!
This is really interesting and fantastic to read and i must appreciate you for sharing this post with all of us.