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Brand Caught Handling Social Media Issue Well!



There is probably something more ‘newsworthy’ to post about today but let’s take a look at something that some of us may not recognize. It’s that rare moment where a brand or company is brought out in front of a jury of its peers for doing something…..hold on to your hats…….right.

That’s right. I wrote it. Someone was caught handling a potentially messy social media situation well and there is reason to recognize that compnay for being …. man, it’s even harder to type this the second time ….. right.

So who is this brand that dare make people like us who like to cry foul and scream “Are you stupid or what?!?!” whenever a company steps in a steaming pile of social media? It’s Papa Murphy’s Pizza. Ragan.com reports

Lions and tigers and nude women! Oh my! Imagine Papa Murphy’s horror when a photo of a nude women was submitted to its Mini Monsters photo contest targeted to parents of little pizza lovers.
The national pizza chain is holding a contest in conjunction with Halloween. Photos of kids in costumes, makeup and other Halloween-related images abound.

That is, until someone uploaded a photo—not a costume—of a nude woman around 8:30 p.m. (PDT) on Oct. 11.

The pizza chain immediately deleted when it learned of the inappropriate image. The next day, it acknowledged the problem, wrote a post about it, and moved on. Well done.

Here is a look at the post that the Papa Murphy’s team put up to respond to the ‘trouble’.

Of the first 50 comments I read only one was negative which was about the fact that the images were not screened. There were other stupid comments but it’s Facebook so why expect anything more than that, right?

In the Ragan article Papa Murphy’s addresses their approach with not screening the photos initially.

“Any company committing to a Facebook presence needs to be ready to handle the good and the not so good,” says Lindsi Taylor, director of corporate communications. “It’s just the nature of today’s social world.”

“There was no question whether we would or wouldn’t post an apology. We just needed to do it in a clear, concise manner and do it quickly,” Taylor says.

Taylor also acknowledges she took a risk letting users upload photos to its Facebook page; they were not vetted before they went live.

“We knew going into it that there was a small risk around this approach, but again, we’ve always approached the page in an open format,” Taylor explains.

So if we are going to put the spotlight on Papa Murphy’s for NOT joining the increasingly populated Social Media Hall of Shame, what should we takeaway from this? Here are some thoughts and we would welcome additional thoughts in the comments.

  1. Accept what social media is and don’t expect it to be more than it can be. It’s open and people can be stupid. You do the math.
  2. As Ms. Taylor put it perfectly, when taking care of a social media situation be quick, clear and concise. Don’t over explain. It is what it is unless you make it something it isn’t.
  3. We should pay attention to those getting it right more often (that’s a reminder to this writer more than anything else).
  4. People who follow a brand appreciate good practices and efforts. They like to be associated with sharp brands. This post scored more Likes than any other activity on the Facebook page this month by far.
  5. Nothing is the end of the world unless you turn it into something that can be.
  6. Relax and use common sense. I think it is safe to say that this is really all Papa Murphy’s did in this case.

Nice work Papa Murphy’s! So what is your take on this social media ‘case study’ of sorts?