Kellan Terry
From poorly-judged campaigns to ingredients scandals, the rise of the hashtag #boycott has left even the most established cosmetics brands quaking in their proverbial boots. And for good reason.
The power of social media to create and spread conversation means that today, brands are more vulnerable to mass outrage than ever before.
Kellan Terry is PR Data Manager of Brandwatch, a tech company that tracks social media conversations on specific topics, including social media crises. It is also able to provide insight into overall brand health on social media.
Here, he talks to Cosmetics Business about what to do when the Twitter-sphere turns against you.
What should brands do in a social media backlash?
One of the most important things when it comes to outrage online is timing. The public knows when a brand has messed up and, if they do not address their error quickly enough, the public will continue to pour it on and point it out.
They want a timely response that is transparent and they want to feel like the brand is actually sorry for the misstep they have taken, so I think timeliness is one of the most important factors when it comes to crisis communications.
Keeping in mind that some brands, in an effort to be quick, will respond in a knee-jerk fashion and issue a statement that completely misses
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