“Brands are delicate things, but social tools exist not only to hear bad news but to engage even that part of the crowd which has made it clear you have tripped up — maybe, especially that niche.”
This quote essentially summarizes how Johnson & Johnson should have reacted to the situation and its target market. Brands are delicate things indeed, significant amounts of funds are invested in creating and building brands and it does not take much to wreak havoc on your brand image.
Media tools such as social networking sites Twitter and Facebook can be used by firms as a means of communication with their target market. Consumers can express their discontent through such social tools and news travels rather quickly on these media. Similarly, firms can also use this to their advantage.
Tags: Motrin Mommy's Headache, social media power, building brand image
[...] Motrin's Mommy Headache: A Lesson in Social Media Experimentation Presentation of different stages of the crisis On September Motrin launched a new online ad campaign advertising alleviative medication for the back pain experienced by mothers while carrying infants in baby slings days later, the video was discovered by offended moms who chose social networking as a medium to vent their ire against what they perceived as “snarky pokes” at motherhood. On November 15, criticism leveled at the ad campaign intensified and angry moms took over the blogosphere ranting at the insensitive ad which likened baby slings as fashion accessories. [...]
[...] Build social media presence: I would propose starting a parenting blog sponsored by Motrin containing useful parenting tips. The blog would also give Motrin access to its target audience and therefore better execute its ad campaigns (keeping in line with target market views and expectations) before launching them, following which it could expand its audience via links to social sites like Twitter. It would have been best if Motrin had a credible Twitter account before the crisis broke out especially since so many mothers use Twitter. [...]
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