Marketers should be proactive and handle issues with empathy when a costly project finds itself #cancelled in a mid-marketing campaign.
Instead of waiting for audiences to run wild with misinformation and speculation in a #cancelled campaign, brands should take proactive steps. They should set up an external communication protocol and a response to prevent or reduce the impact of a crisis.
Even a single tweet can cascade into unexpected events and cause social media to be flooded with negative comments around the brand or company. When a situation arises, brands should never conceal wrongdoing or attempt a cover-up.
In such cases, brands should apologize twice and respond more carefully and thoughtfully to reduce the harm. They should be empathetic and admit the mistake, rather than blaming others.
[3 minute read]