Aston Martin And The Naked Lady!


What's a brand to do when social media takes hold of an image you never created, utilising your logo, and goes viral with it practically over night? Recently Aston Martin suffered exactly that.



This was the fake advert that caught fire in the last few days, and I think Aston Martin handled the situation really well.

Whenever something like this happens, the answer is social media 1-0-1.

1. However painful do not ignore. If it gets posted on twitter a swift response on your twitter channel is essential. We all remember the debacle of the Waitrose cafe incident on their Facebook page, silence doesn't work.

2. Manage direct tweets to your stream on the subject immediately and take them private ASAP. A quick follow request so you can engage with posters frankly over DM, email or telephone.

3. Do a bit of homework yourselves, use the story. In this case the Aston Martin team managed to find some previous examples where rival car maker had used the ad strap line. They in no way insinuated that the rival had created this fake Ad, and knowing Art Directors I'm sure they didn't. The ad is probably a parody gag for someone's book or a studio wall. However, very quickly posting a blog about it has deflected the attention nicely.

Well done @astonmartin. Whilst in this case it wasn't your fault, which kind of makes it easier to deal with, none the less these three steps will always help to minimise the damage of genuine social media issues.

Brands beware though. If your social media people have nothing more than words to fight with, then customer service fails will hang around on twitter and google forever, they must be supported through a business to deliver results.

Mike Carter - @orchard_mike



Comments...

  • I actually agree with David. When something like this arises I would always keep the conversation public. Saves time too... :-)
    27/02/2013 by Alwin Hoogerdijk
  • Nice story. From my experience I think rule 2 isn't always the smart option (though it is sometimes). I would always engage people out in the open. Taking something to DM, email or phone can create suspicion, particularly in a crisis, that you're trying to hide something. Wherever possible, make sure the dialogue is social engagement. If a poster wants a private conversation, they will ask for one. Also the open dialogue means you don't have to have the same conversation over and over again.
    27/02/2013 by David Edmundson-Bird
  • FYI: the aston-martin.com blog is not the official Aston Martin blog. It is my fan blog.
    27/02/2013 by Alwin Hoogerdijk
  • We may well have over credited Aston Martin here! Looks like the carefully worded piece was actually a fans Blog, lets hope Aston pick it up and use it to their advantage. Good piece Alwin.
    27/02/2013 by Mike Carter

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