With the advent of social media marketing, boosting consumer engagement has never been easier for brands. But along with a social media presence comes a need for a crisis communication plan.
Social media platforms give consumers a lot of power, and sometimes they use that power to air their grievances.
When consumers file complaints in the public eye, companies are forced to manage the ensuing crisis publicly, especially when customer criticisms go viral. In these situations, a single tweet could make or break a company’s reputation.
That’s just what happened to Cinnamon Toast Crunch when Twitter user Jensen Karp shared pictures of shrimp tails found in his cereal online.
His initial tweet featured an image of cereal pieces strewn about a kitchen counter, in the middle of which were what appeared to be cinnamon sugar-coated shrimp tails. “Ummmm @CTCSquares – why are there shrimp tails in my cereal?” he probed.
The post, which has now garnered 149,700 likes, captured the internet’s attention, forcing Cinnamon Toast Crunch to step in and respond.
Initially, the company handled the bad press well, apologizing for Karp’s disgusting discovery and declaring they would report this to their “quality team and replace the box.”
Things quickly became a social media marketing nightmare when the company later claimed the shrimp tails were actually “an accumulation of the cinnamon sugar that sometimes can occur when ingredients aren’t thoroughly blended.” To make…