Managing your reputation and brand image is a lot like playing chess: the actions you take – online and offline – will determine how successful you are and are part of your brand image. The significance of these online actions cannot be overstated – they have the potential to either construct a formidable brand or DESTROY a well-established one.
People online are quick to judge, and while some have the impression that “nobody is coming for you, just do whatever”, the truth is, that the internet has a long memory. Some things will haunt you forever. How you act, online and offline, is part of your identity and what people will remember you for.
Today, we will explore two recent cases of brands and people who did not manage their responses and opportunities to viral phenomena involving them appropriately, and we will analyze a little what should have been done differently.
Case 1 – BMW And The Blue X5 With Cognac Interior
If you have read our blog during the last couple of weeks or if you have been on TikTok lately, you should know EXACTLY what this case is about. Yes, we are, yet again, talking about Reesa Teesa and her Who TF Did I Marry Series.
Reesa went viral recently with a +50 part series of TikTok Videos describing her marriage. This virality brought her a lot of good things and opportunities. Brands such as Delta and Marriot took the opportunity and virality of her story to humanize themselves, improve their image, and reach a broader audience.
Last week, when we talked about how Caring can be a great form of Advertising, we mentioned that BMW had jumped into the trend as they got tagged THOUSANDS of times on Reesa’s videos. Until a couple of days ago, all comments about BMW and their overall image were positive thanks to the story and their apparent willingness to donate a car to Reesa.
As of today, the one video mentioned in last week’s article in which BMW seemed to imply they might be getting Reesa their dream car, and all interactions with her content and account are nowhere to be found. BMW deleted them all. Don’t get me wrong, BMW has no obligation to give anything to anybody for free; however, the sudden deletion of all interactions with Reesa’s content has sparked backlash and raised questions about BMW’s commitment to its brand image and customer relations.
What could BMW have done differently?
If you ask me, BMW should have refrained from posting the video in the first place. When you are unsure about something, silence can be a wise choice. While remaining silent can have its drawbacks, the impact on BMW’s brand image would have been less.
Given that the video was posted and seen by millions already, it is no longer possible to pretend it does not exist (we have copies, duh!). If you commit to something – or even if you just imply it – and realize that you can’t fulfill the said commitment, the most logical step is to openly address it. While BMW has the right to back up and retract the offer, providing an explanation or statement would have been beneficial.
Rather than opting for deletion and silence, BMW could have leveraged this opportunity to engage in meaningful dialogue with Reesa and her audience. By actively participating in the conversation and demonstrating genuine interest and empathy, BMW could have salvaged its brand image and even turned the situation into a positive narrative of corporate responsibility and consumer engagement.
Case 2 – Keith Lee vs Sweetly Seasoned
If you like food – and scrolling through TikTok – you most likely know Keith Lee: a well-known food critic and influencer who goes to small businesses and restaurants and rates their food 1-10. Being visited by Keith usually comes with a surge in business and profits as people LOVE to go places he has been to (as long as the food is well-rated).
Recently, Keith visited a food truck in Texas, and, after buying the food and doing what he does best, he asked the food truck owner to charge $4,000 to his card and gave specific instructions – which were recorded – about how to use that money:
- One part was for a barber nearby to offer free haircuts.
- Another Part went to a hair braider who was part of the team.
- The rest for her, to cover some meals for the people behind him.
The Controversy
The food truck owner decided to keep all the money to herself which sparked outrage not only from the people that were there and did not get compensated but by the overall community – and Keith’s followers – who called out her behavior. The backlash was so big that they had to close their Google My Business listing and – to this date – they have 1.1 Stars with 1.3K reviews on their Facebook Page.
What Could Sweetly Seasoned Done Differently?
Honestly, the only acceptable answer here was to be honest. Following your client’s instructions – assuming the request is within logic and doable – It’s a MUST in any industry if you want to be successful.
Alternatively, they could have communicated with Keith Lee and his team, if they had any concerns or limitations regarding the allocation of funds and working together to find a mutually agreeable solution. By honoring their commitment and distributing the funds as agreed upon, the food truck owner could have demonstrated integrity and strengthened their reputation within the community.
This incident serves as a reminder of the power and responsibility that comes with influence, whether it be as a prominent food critic like Keith Lee or as a business owner leveraging social media platforms like TikTok: honesty, clear communication, accountability, and ethical conduct in all interactions, both online and offline, are a crucial part of your brand image.
Remember, Social Media is a double-edged sword: the same way it can bring you success, it can doom you. Do not do online what you would not do in person, and always act ethically and correctly.
Unsure how to act online or manage your online presence? Reach out! We are here to help 😉.
