{"id":247,"date":"2015-08-30T11:14:39","date_gmt":"2015-08-30T11:14:39","guid":{"rendered":"http:\/\/staunstrup.se\/en\/?p=247"},"modified":"2015-08-30T11:14:39","modified_gmt":"2015-08-30T11:14:39","slug":"the-tinder-meltdown-3-key-learnings","status":"publish","type":"post","link":"https:\/\/staunstrup.se\/en\/social-media\/the-tinder-meltdown-3-key-learnings\/","title":{"rendered":"The Tinder meltdown – 3 key learnings"},"content":{"rendered":"

Last week Tinder, the dating app, had what has been called an epic meltdown on Twitter. Here are three things we can learn from that.<\/em><\/p>\n

It all started when Nancy Jo Sales, a reporter at Vanity Fair, tweeted some stats that Tinder didn\u2019t feel were accurate. What probably annoyed them even more was the fact that she had written an article called \u201dTinder and the dawn of the dating apocalypse\u201d.<\/a> Great title, but again – Tinder was unhappy.<\/p>\n

\"\"<\/p>\n

Here\u2019s what they did in response. Over the next couple of hours they tweeted more than 30 times to Nancy Jo Sales. If you want to have a look at all the tweets, Vox has collected them<\/a>. I\u2019m just going to post a sample:<\/p>\n

\"\"<\/p>\n

Now, of course this lead to a lot of other people getting involved. And most of the did not seem to be in Tinder\u2019s corner. You can read more about the whole thing in Wired.<\/a> Or Guardian if you prefer, they\u2019ve also covered it well<\/a>.<\/p>\n

We can all learn from this, all of us that work with social media, and here are my three key take aways:<\/p>\n

1. Take a deep breath before you hit that send button<\/h2>\n

It doesn\u2019t matter if you feel badly treated, or if somebody has said something bad about your company. Arguing or slamming someone on social media is not going to improve anything. And if you really think it\u2019s a good idea to spam your followers feed with a bunch of tweets, it\u2019s really time for you to hand over the account to someone with a more balanced view.<\/p>\n

The reason is very simple – you can never win in a situation like this. Only lose.<\/p>\n

And if you don\u2019t think what Tinder did was bad enough, remember what happened to the couple behind Amy\u2019s Baking Company<\/a>. They appeared on Gordon Ramsay\u2019s Kitchen Disasters<\/em> and managed to not only make him give up but to go down in flames on social media. The only outcome of situations like this is that you get a lot of unwanted attention and attract those that want to gloat and keep the story alive:<\/p>\n

\"\"<\/h3>\n

2. Is your target group really affected?<\/h2>\n

It\u2019s never fun to get negative press, but it happens. To every company. It\u2019s impossible to be well liked by everyone. Besides, reporters are supposed to scrutinize everything, including companies. The question you have to ask yourself is if what what they\u2019re reporting will have an impact on your customers and\/or other stakeholders. If that\u2019s not a likely scenario, let it pass. Don\u2019t prolong the news cycle by drawing attention to it.<\/p>\n

\"\"<\/p>\n

In this case the Vanity Fair article was really about changes in dating behaviour. Tinder was mentioned as a tool in this context, but it wasn\u2019t anything to get upset about. And the fact or faction that the employee\/employees reacted so strongly about – that the app is used by married people posing as singles – is probably not something that will make their customers stop using the app. If it\u2019s true, most of the users probably know this already.<\/p>\n

It\u2019s more important that your customers and other stakeholders have faith in you than that a lot of people who will never buy anything from you thinks you\u2019re a great company.<\/p>\n

3. Don\u2019t create the crisis yourself<\/h2>\n

Up until the moment someone at Tinder decided to respond to Nancy Jo Sales\u2019 tweet this was a non-story. It would have disappeared in a couple of hours. Through their actions Tinder kept this alive for days. People kept tweeting about it, and the media kept writing about it. And I\u2019m certain I\u2019m not the only one writing a process story about this. In other words, Tinder created this whole thing themselves.<\/p>\n

The following day a story surfaced saying the tweet storm was planned by Tinder in advance, as a PR exercise. Claudia Koerner, a reporter at Buzzed, tweeted that she got a heads-up about what was going to happen from a PR-consultant.<\/p>\n

\"\"If this is true I think it was a really bad idea. It will not do anything positive for Tinder. It won\u2019t bring them more customers, it won\u2019t change anyone\u2019s view of the company, at least not in a positive way. But it will have a negative impact on the perception of both the company and the people that work there.<\/p>\n

This is the most important lesson – don\u2019t create your own crisis. If you want to respond to what you believe to be erroneous information, do so in a calm and collected fashion, and in a context that works. For example offering other sources to the journalist or making sure the information is published yourself. But never go on a rant in social media.<\/p>\n

Over to you<\/h2>\n

There you have my three key learnings. What do you think? Did Tinder do the right thing? Was it a PR stunt? Share your views in the comments.<\/p>\n

If you want to learn more about how to avoid a social media crisis, here’s a post with a lot of advice<\/a>.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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