Shitstorm analysis: Complaints from companies arrive within 24 hours.
When a company goes quiet after a shitstorm, it happens in just under 7 out of 10 cases within 24 hours. And within ten days, all 25 analysed companies have responded with a recall/apology.
SAFEonNET® has just published the analysis "Analysis of the trends behind companies' apologies after a shitstorm", which aims to investigate shitstorms where companies recall a campaign/product or apologize for a mistake/decision. The analysis includes 25 selected shitstorms based on 2,146 articles.
"Over the last year, many examples have been seen of companies recalling and apologizing after a shitstorm. The trend is growing, and there is one particular reason for it: Consumers' power on social media. Mistakes also happened 10 years ago, but they simply did not have the same consequences for the company. Today is something entirely different, and both companies and their communications managers feel great pressure," warns William Atak, shitstorm expert and director at Safe On Net A/S.
The study shows how quickly the companies in the analysis responded to negative publicity. After being hit by a shitstorm, 17 out of 25 (68%) of the analyzed companies chose to recall or apologize. Within two and three days, 20 out of 25 (80%) and 21 out of 25 (84%) had overall done this.
"We have conducted this analysis because shitstorms evolve rapidly, and it is difficult for a company to keep up. Some companies quickly decide to lie low, which is often the right strategy, but a recall and/or apology can backfire if not done properly," states William Atak.
The first week is the worst
The analysis also shows that a shitstorm lasts on average eight days, and most (87%) of the negative publicity is published within the first seven days. After that, it is the remnants from the published articles that challenge companies; for example, negative publicity on Google – even after many years.
"Companies need to be much better prepared for criticism before they launch, present, or announce something. They need a shitstorm strategy so that they do not end up in situations like these 25 shitstorms we have analyzed," assesses William Atak.
> Read the results of the study here
FACT: "Analysis of the trends behind companies' apologies after a shitstorm" 2017
SAFEonNET® has analyzed 25 selected shitstorms that have occurred over the past 5 years.
The following companies are included in the analysis: Movia, Yousee, Coop, Maersk, Cover, Bilka (two different shitstorms), Aqua d'or, Kvickly, HK, Apacta, Arla, Matas, Red Cross, Joe & The Juice, Jobindex, Irma, TV2, Aleris-Hamlet, DR, The Danish Food House, TV3, Rynkeby, Skøn, and Trendyliving.
The analysis was conducted from January 22, 2017, to April 26, 2017.