Cracker Barrel Old Country Store is learning a hard lesson in social media best practices this week.
A month ago, an Indiana man named Brad left a simple post on the wall of the corporate Facebook page, “Why did you fire my wife?” There was nothing else. Initially, just a few responses to the original post added more details, including that Brad’s wife (now identified as Nanette) had been let go on his birthday after 11 years of service.
Once these details came out, the story went viral, and internet trolls have now taken over the corporate page. The campaign has spread across Twitter and Instagram, with the rallying cry of #JusticeForBradsWife. Within 24 hours, there have been thousands of posts and comments, and national media are beginning to take notice.
The only action taken so far by Cracker Barrel has been to turn off the ability to comment directly on the wall of its page. Scroll through the comments section of anything that has been posted recently, and you can see how that doesn’t really slow down the wildfire once it has started.
While Cracker Barrel is attempting to figure out a response, we thought this was a good opportunity to point out the value of strong corporate social media management.
First, don’t take the decision to approach social media lightly. If you aren’t prepared to commit the resources needed to properly maintain and monitor your presence, it creates the potential for these PR nightmares. If you don’t have someone highly skilled on your team, hire professionals who can establish pages, create content, monitor and respond for you.
Next, a few safeguards should be put in place on all corporate pages to prevent this situation.
- Set pages so that wall posts must be approved by an administrator before going public.
- Have a team in place to continually monitor page activity.
- Keep an eye on comments to things you have posted. There is no way to filter these through a pre-approval process, but someone monitoring the page can hide inflammatory posts and comments and even ban abusive users from the page.
Last, and possibly most important as far as Cracker Barrel is concerned, respond quickly and accurately to any posts or messages. A simple statement from Cracker Barrel on the original post would have gone a long way in preventing this whole situation. While Facebook and other social streams seem larger than life, real people are on the other end of all interactions, and each has the potential to stir the general public to either hate or love your brand.