At times, large companies and companies of global recognition are in the situation of facing an important reputation crisis. Crises that directly affect negatively the image of the companies and that require exceptional measures in response to solve the problem.
The emergence of the Internet and especially the social media and networks, have caused that when the causes and the origin of a problem of this nature originate, its repercussion and negative effects can acquire a greater dimension and repercussion that ends up multiplying its negative effect.
Criticisms and opinions are no longer simple comments that travel by word of mouth, but are transformed into testimonies that remain patent and endure over time as a mark on the network of networks.
During recent times companies such as BP, Apple or recently Sony have faced different reputational crises.
The oil spill in the gulf not only caused millionaire losses and a natural disaster. The BP company was then facing one of the reputational crises of recent times.
Apple, a company and brand worshiped by its customers and consumers, suffered in their own flesh the negative effects and the harshest criticism after detecting design flaws in some of their devices like the Iphone 4, which recently launched on the market had some flaws and problems with your antenna system and coverage.
More recently, just a few weeks ago, Sony recognized the loss of personal data of millions of users of its online gaming platform for PlayStation. An incident that undoubtedly bet against the ropes credibility in the safety of the company itself and millions of users concerned about their confidential information.
Each of these companies began to put on the table all the alternatives and solutions to tackle and solve the origin of the problem. However, the unleashing of their respective reputational crises had effects that in some cases persist over time causing the loss of confidence of many of its customers and consumers.
As part of a negative experience, the latter become loudspeaker and criticism more damaging to the image of companies. Criticism and unfavorable opinions that begin to spread virally and that can become the beginning of uncontrollable chaos.
At this point, the marketing departments have the great challenge of working without delay to recover part of the lost ground and recover both the reputation and the confidence of the consumer customers. And of course, in the current era, communication through the Internet, online advertising and social networks also play an important role as useful tools to combat and curb the negative effects of this type of crisis, so whatever be the origin, every brand should have a protocol of action 2.0.