Many retailers are embracing the new way of communicating
with customers as social media avenues like Facebook, Foursquare, and Twitter
grow their influence. However the same avenues can catch the unwary with dire
consequences.
Food chain, Subway, was recently the victim of a Facebook
campaign that focussed on a Subway foot long sandwich that was only 11 inches long.
In quick time over 100,000 people had “liked” the post that was calling for an explanation
from Subway. We say “victim” although obviously any retailer needs to make sure
its core claims are met, and Subway admitted this size discrepancy should not
exist.
Subway will survive the publicity but the speed and
efficiency with which this sort of adverse news can spread is a lesson for all
retailers.
