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Case Study #21 | Smucker’s Deletes Users Comments

We’ve spent hours reading stories of how social media was used out of context and caused brands a lot of pain, followers and money.

The moral of the story – Anyone (brands big and small) can make a mistake.

Let’s learn from their mistakes, shall we?

Smucker’s received quite a bit of flack for their stance against labelling GMOs. Disappointed users turned to Facebook to voice their opinions. Rather than responding to these posts, Smuckers attempted to take control of the situation by deleting the comments.

The online equivalent of sweeping the dirt under the rug.

The deleting of these comments made the situation far worse than it already was.

What can we learn from this?

In the last two weeks, we have come across two different social media influencers who handled negative posts gracefully. The first dealt with the negative posts with the mindset that “it’s engagement. Good or bad.” The second one responded respectfully and started a discussion.

Isn’t that what social media is for? Engaging? Having discussions? Ignoring people’s concerns will not work long-term but addressing these issues with respect and grace will help build a healthy brand online with your followers.



Read our other Case Studies here.


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