Locally Grown

By: Sebastian Faura

I live in Denton. Anyone who lives here is aware of the very abundant, thriving local culture that I would argue defines the city’s scenery and charm, as well as being home to one of the largest colleges in the state. Alongside this is the distinct and unique nature of the local small businesses, which generally get a lot of good attention from residents of the DFW area. Occasionally, though, these businesses themselves make mistakes any business would, and sometimes have earned the same negative publicity as a result of these mistakes.

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Rubber Gloves Rehearsal Studios. Source: Dallasobserver.com

One notable incident that comes to mind is a cardinal sin of public relations: Attacking your publics, and letting your emotions get the better of you. I understand that tensions can get high, but as a representative of a business, it’s on you to keep a generally professional demeanor, something that Rubber Gloves Rehearsal Studio didn’t do when they made a suicide joke in reference to their conversation with the Tron Collective. While the Tron Collective made mistakes in reference to following clearly outlined rules regarding the venues policy, it is still in no way right to make any sort of references like that, nor is it right to go on and insult the people who criticize you for your reaction.

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Donuts by Denton Square Donuts. Source: Foodspotting.com

Another instance of local business making distinct mistakes is Denton Square Donuts. While they were still in business, they had the right idea of posting to multiple social media channels. However, they made multiple mistakes: Their tone of voice was very frantic, they posted generic content on such a rapid basis that it clogged up the feed, and made blatant mistakes in spelling and punctuation.

Both of these businesses are closed now. For what reasons may be besides the issues listed above, but certainly enough, the ones listed played a distinct role in the mismanagement of the business overall.

Clever Girl

By: Sebastian Faura

One big aspect of social media, especially corporate social media, is the careful crafting of a brand persona. Brand engagement is important, and larger brands are recognizing this. In one way or another, brands engage with their community with a certain tone and purpose, whether it’s being helpful and answering questions, or giving a witty reply to a snarky post. In fact, it’s typically that human aspect of communication that gains those posts attention, thus the brand gains more attention than it would if it were a canned response.

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Blizzard Gamemasters responding to a concerned customer. Source: Imgur

Some of the best responses are those that are not only helpful and kind, but go the extra mile in order to satisfy their customers. A good example would be Blizzard Entertainment, the creators of World of Warcraft. Their Gamemasters are their front line of customer communications, and their responses tend to be top-notch, and attracting a wide span of attention due to the occasionally outlandish nature of their responses. Because of the positive reaction to these rather creative responses, Blizzard has given some of the Gamemasters with the best responses bonuses as a result.

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Wendy’s responding to an accusation with a clever response. Source: Sizzle

On the other hand, some of the interactions with customers and brands aren’t always peaceful and genial. Some of the more popular fast food brands, for example, have been more than keen on perfectly crafting retorts to some of the more belligerent posts made involving their brands. Oddly enough, this brutal level of cunning gains the posts positive attention, and the brand a reputation of being clever with their communications.

Tito, Greg. “WoW Customer Support Does Your Math Homework.”http://www.escapistmagazine.com/forums/read/7.262275-WoW-Customer-Support-Does-Your-Math-Homework. N.p., 2 Feb. 2011. Web. 2 Mar. 2017.

Griner, David. “Wendy’s Put a Troll on Ice With 2017’s Best Tweet So Far.” – Adweek. N.p., n.d. Web. 03 Mar. 2017.