Driven in equal parts by regulation, litigation, and new levels of public awareness, today's companies are working harder than ever to ensure that they are prepared to manage the many communication dimensions of a product recall.
With the Consumer Product Safety Improvement Act (CPSIA) now on the books, companies are not only liable for the problems that led to a recall but for the effectiveness of the recall itself. Under the law, strict penalties can be imposed if regulators sense that a company has fallen short of its responsibility to notify consumers and ensure that dangerous products are retrieved in a timely fashion. Should the government find fault with a recall, it's a safe bet that the plaintiffs' bar — armed with regulators' findings — won't be far behind. Add the brand damage that can be incurred when consumer anxiety has been stoked by numerous high-profile recalls of toys, baby formula, pet food, and a host of other products, and the need for advancement in recall communications is readily apparent.
It comes as little surprise that companies are increasingly turning to social media to limit legal risk and maintain consumer loyalty when a product liability crisis arises. From Toyota to Similac, crisis teams are learning from the online successes enjoyed by their counterparts in the marketing and brand management departments and leveraging that knowledge into recall solutions that communicate concern for, commitment to, and action on behalf their consumers.
Of course, there is more to integrating social media into recall communications than a Facebook update and a well-timed tweet. The following five tips will help ensure that companies maximize the potential of social...
0 comments:
Post a Comment