Two major PR disasters!
Совсем недавно прочитала очень интересную статью и просто не смогла с вами не поделиться. Даже многомиллиардные компании иногда ошибаются…
Two major PR disasters!
Apple and McDonalds are both hugely successful companies. They know their markets and produce quality products. It’s very rare that they get things wrong, but when they do, it can quickly turn into a major disaster, as these two examples clearly show.
The first iPhone appeared in 2007. Included with the phone was Google Maps. However, in 2012, Apple decided to drop Google Maps and use their own version, Maps. But unfortunately, the new app, Maps, was full of errors.
Apple Maps often displayed shops and restaurants far away from their true location. Important sites, including some railway stations, were missing. The search function did not understand simple requests. And satellite images were completely clouded over in places.
Things were so bad that CEO Tim Cook had to issue a public apology. “At Apple, we strive to make world-class products that deliver the best experience possible to our customers. With the launch of our new Maps last week, we fell short on this commitment,” he said. “We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better,” he added.
He even encouraged frustrated iPhone users to use rival map apps. “While we’re improving Maps you can try alternatives by downloading map apps from the App Store like Bing, MapQuest and Waze, or use Google or Nokia maps by going to their websites and creating an icon on your home screen to their web app,” said Mr. Cook.
Early in January 2012, McDonald’s launched a social media Twitter campaign with the hashtag “#MeetTheFarmers”. It was aimed at highlighting good news stories about the farmers who deliver fresh food to the restaurant chain. One tweet read, “Meet Dirk Giannini, McDonald’s lettuce supplier, as he shows us his life on the farm.”
A few days later, McDonald’s sent out two tweets with the hashtag “#McDStories” in an attempt to get readers to tweet their special stories. However, it soon turned into a disaster as people used the hashtag to talk about their own horror stories.
One tweeter wrote, “Hospitalized for food poisoning after eating McDonald’s in 1989. Never ate there again and became vegetarian. Should have sued.”
And another wrote, “I lost 50lbs in 6 months after I quit working and eating at McDonald’s.”
Soon afterwards, McDonald’s social media director Rick Wion e-mailed, “#mcdstories did not go as planned. We quickly pulled #mcdstories and it was promoted for less than two hours.” Admittedly, only about 2% of the 72,788 comments about McDonald’s on Twitter were negative, but the story appeared in newspapers all over the world… and the damage was done!
— rare (adj.) – not happening very often;
— to display (v.) – to show information on computer screen;
— a satellite (n.) – an object that is sent into space to travel round the Earth to in order to receive and send information;
— commitment (n.) – a promise to do something;
— rival (adj.) – a person, team or business that competes with another;
— to launch (v.) – to start an activity
— to sue (v.) – to make a legal claim against someone, usually to get money from them because they have done something bad to you;
— to quit (v.) – to leave a job or school permanently, to stop doing something;
And do you have any Apple products? Which ones? Which ones would you like to have? Why? What do you think of them? Have you ever eaten at McDonald’s? What do you like/dislike about it?