How One Jeweler Is Leveraging Social Media To Overcome A Crisis - From National Jeweler
If you haven’t seen this article from National Jeweler, give it a read. I wont bother recapping the details, but unquestionably the local advertisement shown above is in poor taste and the team at R.F. Moeller should have approved the creative. However the bad ad is not what I found interesting and about the article. What caught my attention is the way that Moeller is leveraging the community that they have built up on Facebook to help them move past this misstep. By facing this situation out in the open, they are taking a crisis and turning it into a conversation.
Don’t get me wrong, the ad never should have made it to print and I am sure it has cost them a customer or two, but when you read the comments on their page, it really does seem that they are working this out with their local community. The bottom line, using online sites such as Facebook to build this kind of a community around your businesses is an essential step for future success (and inevitable crisis management) and one look at R.F. Moeller’s Facebook Page will show you why.
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