There are many ways to respond - replying the post; waiting for your fans to come and protect your brand; or...
The most suggested solution might be... to not response and leave it until that negative post being pushed down through the timeline.
BUT!!
What if there are HUNDREDS or THOUSANDS of negative comments!!?
London Olympic 2012 was over, but the anger of Thai people towards AIBA with an injustice judgement is still on the flame. From the final boxing match, it is obvious that Thai would get the gold medal in this Olympic boxing competition; however, the winner at the end turned to be Chinese boxer, while people who watched the match were suspicious of Olympic scoring.
News from the Age "Boos ring round as another controversial decision mars Olympic boxing competition": http://www.theage.com.au/olympics/news-london-2012/boos-ring-round-as-another-controversial-decision-mars-olympic-boxing-competition-20120812-2429v.html?fb_action_ids=10152012286345246&fb_action_types=og.recommends&fb_source=timeline_og&action_object_map=%7B%2210152012286345246%22%3A10151161467086499%7D&action_type_map=%7B%2210152012286345246%22%3A%22og.recommends%22%7D&action_ref_map=%5B%5D
After the match was end, people who watched the final match (not only Thai people) have criticized AIBA (International Boxing Association) in many forms and many channels (Facebook, Youtube, Twitter, ...) - putting it on their facebook status, sharing the photo as well as the video.
From Twitter
This photo has been shared through facebook over 1000 times
The number of comments criticizing AIBA on AIBA's facebook page has increased more and more. However, none of them get any responses (both those written in Thai and English)
AIBA's facebook page: http://www.facebook.com/AIBA.Boxing
Until 12/8/2012, the page called 'Anti-AIBA: Thai victory has been stolen' was set up - and within 3 days (15/8/2012), the page has over 18,000 likes!
Anti-AIBA's facebook page: http://www.facebook.com/AntiAibaThaiVictoryHasBeenStolen
All the negative perspective are spreading around social media channels and No one can stop them!
How should AIBA respond to this situation?
Should they IGNORE or RESPOND?
In my opinion, although they want to respond, how should they respond!?
Feel free to discuss and contribute!
Seriously, I've watched the clip and still can't believe that China won the match. Unfortunately, I can't watch the match through Olympic youtube channel because Australia blocked it so I have to find other ways
ReplyDeletehttps://www.facebook.com/photo.php?v=10151019912018892
Here's the link to the match, if other people are interested. (If I'm not suppose to be posting links, feel free to take it down).
Anyhow, my facebook news feed was on fire for a couple of days and still after this incident. Still can't believe that they still think they did the right thing, the world saw what happened and also disagree with the result.
I don't think there's a positive way that they can respond to this. Thai people's perception of AIBA, the faith the respect have already been destroyed... :(
I believe that right now there is no good perception towards AIBA left for Thai people and boxing fans. But is it because they didn't do anything after the controversial decision? What if they come out and respond that there will be some investigations (no matter it's true or not) to not let this situation damage their brand.
DeleteTo be honest, I'm not a fan of Olympic games. I didn't watch it at all until suddenly all my facebook feeds was all about Boxing, AIBA, and Olympics! and yes, all the negative comments and criticizes. Linking this back to marketing, it is like when customers dissatisfy with your brand, social media can be a terrifying tools to destroy all the brand image and brand equity!