Kenneth Cole probably regrets using a political revolution in Egypt and widespread unrest in North Africa as a way to promote his Spring Collection on Twitter. But, luckily for him, the whole event was basically concluded within 10 hours.
The Gulf Oil Spill's spurring of the @BPGlobalPR parody Twitter account this past summer set the tone and has formed a template for how companies' mistakes are treated in the social-media world. It happened when Gap changed its logo and birthed @GapLogo; it happened when the world decided it hated the latest ITunes icon, and @ITunes10Icon started; and it happened on Thursday when someone out there set up @KennethColePR.
In each case, the cycle of how consumers react to a brand is generally the same, but what's changing is that the cycle is speeding up. Each time a brand experiences a social-media blunder, the event blows up and moves through the seven stages below faster and faster before the whole thing vanishes in a puff of smoke.
While some out there are dubbing blunders like the one Kenneth Cole made brand suicide, it seems brands are having an easier time returning to everyday life than they did before.
Why? Largely because those folks who are out there looking to yuk it up with a parody account on Twitter quickly distract folks from the distasteful mistake that made people mad in the first place. We don't suspect a marketer has yet been smart enough to set one up themselves, but going forward, you never know
Kenneth Cole’s cringe-worthy Tweet on Egypt offers a case study:
1. Gaffe. Thursday, 10:15 a.m.
It all starts with this tweet from @KennethCole (since deleted):
Kenneth Cole's ill-concieved tweet, incidentally, came not from some inexperienced intern or a misguided public relations exec, but from the brain of Mr. Cole himself, posted via Blackberry and signed by him.
2. Outrage. Thursday 12 p.m.
The wrath of the web is unleashed almost immediately. Here's a sampling of the hate and expletive-ridden hashtags the Twitterverse was spewing within just minutes of when Mr. Cole posted the tweet:
The outrage exhibited on Twitter spawned the media—Ad Age included—to pick up on Mr. Cole's blunder.
We put up a post at about 12:30 and others followed.
3. Apology. Two hours later
“I apologize to everyone who was offended by my insensitive tweet about the situation in Egypt. I've dedicated my life to raising awareness about serious social issues, and in hindsight my attempt at humor regarding a nation liberating themselves against oppression was poorly timed and absolutely inappropriate. -Kenneth Cole, chairman and chief creative officer.
4. Parody. Thursday, 1 p.m.
5. Humor. Thursday, 2:45 p.m.
Some 250 minutes after the initial incident took place, people went from decrying to laughing about the situation. They were retweeting the parody account and sharing it with their friends.
By this time, the parody account had over 1,000 followers. @GapLogo reveled in @kennethcole's pain.
6. Indifference. Thursday 4-7:30 p.m.
It's not long before it's clear nobody really cares.
As Business Insider pointed out, the stock price was tracking high on a day that the market was generally flat, and by the time the markets closed, it was at $13.89, up 1.83%.
It also turns out you can score from a social-media sin -- Kenneth Cole ended the day with a spike in followers. As of about noon, @kennethcole had 8,935 followers; three hours later, 9,262; and by 7 p.m., 9,779. That's counting those who during stage two began asking people to #unfollow the brand.
And beyond the numbers, the sentiment had changed. Fans took to Facebook and waved off the drama.
Said Scott Roeben: "No apology needed! It was funny. And ultimately, IT'S JUST TWITTER. People need to lighten up."
Said Allen E. Simpson: "I didn't even see it, but now that it's generated enough whatever to cause this apology from someone whose style and creations I like and appreciate as a designer and consumer, I'll let it slide if and when I do see it, especially since compared to some of the other insane-to-just-plain-wrong I've seen from other stars and peasants alike in regard to any number of things in the world, I highly doubt your comment would have even ruffled my feathers."
Said Alix Bashir: "People were offended? How exactly. I'm with the people (protests) but to be offended? What a waste of time. Be offended by those who are against the people, by those fighting and harming the people. Not by a harmless joke. Oh and I like your watches!"
7. Repeat.
For whomever's next, be aware that Twitter and news outlets will be watching. And chances are, by then, the entire cycle will have condensed into about three minutes.
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