We learned that a business’ reputation is essential to survival this week. The use of social media leaves businesses at the mercy of their consumers since anything posted can go viral.
The Home Depot had their reputation put at risk in November 2013, after an outside agency posted from their official Twitter account for ESPN show “College Game Day” (which Home Depot sponsors). The rogue tweet featured a photo of two African-American men and a man in a gorilla costume playing the drums and read, “Which drummer is not like the others?”
The post was reported immediately, but not before screen shots of it circulated on social media, in addition to being picked up by NBC and CNBC. Virality at its finest.
Thankfully, Home Depot acted swiftly to remove the post and issue a public apology:
Understandably, they fired the person and severed ties with the Landor Associates branding firm that produced the picture. I was most impressed with Home Depot’s initiative to reply to individual tweets:
I found this especially commendable – they could have left it alone after issuing the public apology. This course of action helped followers and customers feel confident again. Home Depot obviously cares about their public image and understands the importance of maintaining goodwill with them.
Home Depot’s spokesman, Stephen Holmes, made a statement that the company is closely reviewing its social media procedures to determine “how this could have happened, and how to ensure it never happens again.” This mishap now serves as a case study of what NOT to do on social media. It’s unfortunate, but social media is really a trial by fire.
I think the way in which Home Depot handled the event went well and I would have reacted the same way. They were responsive and resolved the mistake. I'd work to establish a 1-to-1 communication with users who were offended by the tweet just as they had. I wouldn't hide from criticism and publicly address/apologize for the mishap. But this crisis is the perfect example why companies cannot afford to treat social media as an afterthought. People need to think before they tweet. Their reputation and profitability depends on it.
