When a British retailer featured a greeting card with, “don’t get mad, take lithium” (an obvious reference to the medication for bipolar disorder,) customers didn’t just get mad — they got even, with posts such as “I will no longer be shopping with you” on the company’s Facebook page.
The stage was set when another offended customer (@poeticfeminist) tweeted, “do you realise that this card is very offensive to people with bipolar disorder?” Rather than immediately neutralizing the situation with a sincere, social media apology, JOY (@joythestore) tweeted the response: “Then if you know anyone with bipolar disorder, don’t buy it (the card) for them. PROBLEM SOLVED.”
Twitter / mirror.co.uk
From her/his response, it was obvious that JOY’s Twitter representative lacked proper media training. It would have given this individual the skill set to empathize with the customer’s frustration from the start, as opposed to fueling the conflict with a defensive statement. After JOY’s initial response, @poeticfeminist then inquired about individuals with bipolar disorder who may come across this card in the store. JOY @joythestore again showed insensitivity and a blatant disregard for loyal customer concerns, mocking those who suffer mental illness with another sarcastic tweet: “They’ll like it one minute and hate it the next!”
Even in the smallest of social media crises, the principles remain the same. The steps below are crucial in practicing effective communication skills:
1. Acknowledge compassion (JOY appreciates the the World Health Organization’s findings that, “Bipolar disorder is the sixth leading cause of disability in the world.”)
2. Give bottom-line soundbite (“We at JOY like to start conversations and create dialogue, we try to be irreverent, but sometimes we get it wrong. Please accept our apologies.”) – which @thejoystore finally did, some 20 hours later!
3. Offer appropriate history (perhaps the card was written by a bipolar disorder sufferer who finds humor the best way to deal with his/her illness)
4. Repeat soundbite (“Although we at JOY like to start conversations with irreverent dialogue, we sometimes get it wrong. Please accept our apologies.”)
5. Suggest the next steps (i.e. “The card will be removed from JOY stores, and a contribution will be made to the National Charity for Bipolar Disorder in the UK.”)
Though the company describes itself as “quietly eccentric,” JOY’s tweets came off as inappropriate and insulting. As a result, JOY has now lost some of its most faithful customers. What began as a simple concern soon escalated into an offensive assail and loss of profit—a situation that could have been altogether avoided with proper communication skills. In today’s online world, the potential to offend a consumer is just a post, click or keystroke away.
Before you tweet, remember that sensitivity is key!