Note: this post includes spoiler alerts on the latest episode of NBC’s This Is Us.
I never thought I’d be able to tie digital marketing into one of my favorite TV shows, but in the world of digital marketing and social media, anything is possible. Let me explain.
This is Us is a new award-winning drama from NBC that covers the lives of the Pearson family over the course of a few decades. Throughout the show’s history, the audience has seen flashbacks of the main characters: Jack, a devoted husband and father. Rebecca, a retired singer turned housewife and overbearing mom. Kate, Kevin, and Randall (or the “Big 3” as referred to in the show), the three kids at the center of it all.
The show flashes back between the kids’ younger days and present day, where we learn that Jack passes away in a house fire. In the latest episode (aired Tuesday, January 23), we learned why: a house fire started by a Crock-Pot.
So, what does all of this have to do with digital marketing and social media you might ask? Peek at some of the posts on Crock-Pot’s official social media channels and you’ll see why.
Many of the show’s fans took to Twitter and Facebook to voice just how they felt about the death of beloved Jack Pearson and how Crock-Pot is to blame. I think most of this was done out of jest and no one is taking the Crock-Pot incident seriously (hopefully), but if you look at the canned statement, it’s clear Crock-Pot took it very seriously.
We totally get it! Last night’s episode was 💔, & we’re still not over it either! We want to assure you that we’re committed to safety & you can continue to use our products with confidence. We test our #CROCKPOT rigorously before they hit shelves. Pls DM us with any questions.
— The Crock-Pot® Brand (@CrockPotCares) January 24, 2018
You’ll notice that many of these statements (and similar versions) are found throughout responses to the This is Us debacle.
Managing a Poor Online Reputation
This is a very rare (and weird) case of brand and reputation management. You have throngs of people crowding Crock-Pot’s social accounts with comments about a fictional death due to a slow cooker, and the Crock-Pot team had to respond accordingly. Real or fiction: the activity is happening, and the brand needed to respond (and did so beautifully in my opinion).
It’s important to manage your brand’s reputation online. Whether good, bad, indifferent, true, false, based on a fictional character’s death or any other situation, an organization must respond to poor feedback online. If not managed correctly, it could have negative impacts on your SEO.
Google & Facebook Reviews
We often get asked how to improve clients’ reputations and rankings online. There are 2 places to start: Google and Facebook.
A Google My Business Page is essential for any local business. It allows your business to show up in Google Maps and helps with local SEO (more on that here). Facebook has also begun having impacts on local SEO since Google now pulls in reviews from Facebook.
So, if your brand is facing some negativity online, it’s important to do the following:
- Monitor your pages – it’s surprising to see the number of clients we’ve had that have negative reviews (and positive ones), but don’t monitor or know about them. These reviews are one of the first things a customer sees about you and your brands and it’s important you monitor this weekly.
- Respond to all reviews (negative and positive) – like what you see from Crock-Pot, it’s important to respond and tell the customer that you’re there for them, you want to make them happy, and that they can message you privately.
And that’s how I tied a hit TV show (and one of my personal favorites) into a blog post about digital marketing. What did you think of all of this? Should Crock-Pot take legal action? Leave your thoughts in the comments!
— Reese (@NY2Pgh) January 24, 2018