Australian media and advertising trade journal AdNews weighs in on the latest department store controversy.
There's no love lost on the high street, but one thing but one thing
Myer and David Jones can agree on is letting customers have their say on
social media. Even if it means a broadside from angry customers, as
Myer found this week.
The two retailers are the only ASX 100
retailers that allow customers to openly post comments to their branded
Facebook pages, according to a report published today by WebProfits.
Since the Australian Standards Bureau ruled in August that social media brand managers are responsible for any content that
is posted on an advertiser's online brand or community page, many firms
have simply stopped allowing people to comment. However, that cuts
across the broader market's move to engage consumers rather than simply
marketing at them.
DJs and Myer clearly feel the reward is worth
the risk. However, reactions to Myer CEO Bernie Brookes' comments about
the impact plans for the National Disability Insurance Scheme
demonstrate that balance can easily be tipped.
Myer's Facebook
page has been inundated with customers voicing their displeasure at
Brookes' comments. Some have called for him to resign, others vowed they
will no longer shop at the store.
Kudos to Myer for not hiding from the response and keeping the
channel open, but its efforts to respond have been less than impressive.
Just two comments from the brand attempt to apologise, explain and
contextualise Brookes' comments and seem to have done more harm than
good. Myer has made no direct responses to consumers' comments and
subsequent posts about discount promotions have irked customers further.
David Jones could be the beneficiary. One Facebook fans even
suggested sending a basket of muffins to Brookes to thank him for "all
the new customers you are getting".
Having attempted to clear up the mess, and realised it wasn't helping, maybe Myer hopes the best thing to do is sit tight and hope it will go away. But it's yet another reminder of the need for brands to react quickly, decisively and individually to situations that can emerge at any time.
Myer was not immediately available to comment. Here's to the next brand social disaster. We will not have long to wait.
This story first appeared on sister website www.adnews.com.au.