Bad buzz.

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SLIDE 14

- address concerns, be transparent

We've seen that you cannot delete or hide anything about the bad buzz: on the contrary, be transparent. If you feel concerns have to be addressed, do so: be informative, positive, and always be ready to listen to your community's comments and worries. Do not be afraid to apologize if you've evidently made a mistake. Twitter seems to be a good CRM tool, especially when it comes to bad buzz. If Twitter users are tweeting about you in a negative way, do not hesitate to answer to as many people as you can. Overall, communicate on all your social pages, but do it fast.

be humorous

- Some brands reacted in a remarkable manner to a bad buzz: in response to a controversy from one of their ad in which you could see a naked man in the background, La Redoute first apologized to its clients. It then launched a contest, asking Internet users to spot mistakes on the ads of its website (which mistakes were voluntarily added). Not only did the company admit its mistakes, but it reacted in a way that turned a big part of the negative opinions into positive ones.

SLIDE 19

Abercombrie & Fitch suffered from an enormous backlash from Internet users due to the controversial statements of its CEO Mike Jeffries. He said that he only wanted to sell A&F clothes to "the cool kids" and basically admitted he was being "exclusive", as a justification not to diversify the size of the company's clothes. As a result, the brand received thousands of negative comments on its social media pages, many of which stated they would not buy a A&F article ever again. In that particular cause, the reason of the bad buzz came from within the company, but it does not always happen like that