Why do you kill brands on social media?

Why do you kill brands on social media?

Adam Rossow

Feb 19, 2014

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We work with  a lot of brands who put a great deal of time and effort into social – as  do many of their customers. One thing that’s so interesting to us and painful for them centers around negative comments, and there’s plenty to go around. Posting something negative requires effort, so we can assume that these individuals feel mistreated, upset or discouraged in some way. But what does posting do for them? What do they expect? We thought we’d ask you to weigh in (gasp) quantitatively! Let us know your thoughts and check out the poll results. Thanks.

Adam Rossow

Adam Rossow

Partner, Head of Marketing

What I love about research? The extraordinary thoughts and ideas about ordinary things.

  • Daniel Doutre

    No never posted a negative. I did however post a positive in amongst a group of negatives. I just thought that people posting where being short sighted and weren’t appreciative of the work the company was doing to fix the situation.

  • Daniel Doutre

    No never posted a negative. I did however post a positive in amongst a group of negatives. I just thought that people posting where being short sighted and weren’t appreciative of the work the company was doing to fix the situation.

  • Scott Rossow

    Many times it feels like the great equalizer. Usually my negative posts are David versus Goliath. Social media let’s me add a lot of other “David’s” to my battle with the corporate Goliath.

  • Scott Rossow

    Many times it feels like the great equalizer. Usually my negative posts are David versus Goliath. Social media let’s me add a lot of other “David’s” to my battle with the corporate Goliath.

  • Howard Chou

    I’ve never killed a brand but I have spoken out to complain about service (or lack there of). I was hoping to find some resolution through the details I provided. I feel most of the responses are either automated or too generalized to be of any help. On the flip side of the coin, I often feel that companies become overwhelmed when their social media becomes another customer service expense.

  • Howard Chou

    I’ve never killed a brand but I have spoken out to complain about service (or lack there of). I was hoping to find some resolution through the details I provided. I feel most of the responses are either automated or too generalized to be of any help. On the flip side of the coin, I often feel that companies become overwhelmed when their social media becomes another customer service expense.

It really gives us the opportunity to add in-depth insight into the work that we’re doing without significantly extending the timelines and budgets of our clients, which is really important these days. Where we used to be able to run qualitative component of our project up front, then a quantitative piece, and then another qualitative piece, now the timelines and budgets are so condensed that having someone like iModerate, who built it right into the process, makes our lives a lot easier.

Josh Mendelsohn, VP, Chadwick Martin Bailey