Reputation Management by the Book(seller): Why #amazonfail is #powellswin
While you spent last weekend eating chocolate bunnies or cleaning out your closets, the Internet meme #amazonfail was spreading through blogs and social media sites faster than a case of head lice at your kid’s school.
The hubbub started over the holiday weekend, when people started noticing that gay and lesbian book titles had disappeared from Amazon’s search listings and sales rankings. By Monday morning, thousands were bashing the online behemoth for its seemingly discriminatory new cataloging policies. (You can read the full story here).
Turns out, the removal wasn’t the result of new gay censorship policies at the corporation; it was a simple error – or “glitch,” as Amazon’s official statement called it – and it’s being fixed as we speak. Problem solved, right?
Wrong. #amazonfail is still alive and well on Twitter, with Amazon bashers now deriding the company’s lack of a true apology, questioning the authenticity of the explanation and expressing frustration that it took the company so long to respond at all.
What Amazon Did Wrong
Plenty has been said already about how the #amazonfail story represents the power of social media to change the public’s perception – and the lack of control companies have over their own brands. But even more interesting here is how Amazon chose to manage this reputation crisis – and how it hurt them.
Amazon’s big "fail" wasn’t the coding error that caused this mess – after all, mistakes happen. Even humiliating, brand-injuring, “ham-fisted” ones. The real problem was “not using social media to react,” as MediaShift’s Mark Hannah so perfectly put it.
Not only did Amazon’s official mea culpa sound like PR spin spun out of control, but – worse – it wasn’t even delivered to the people who were keeping the meme alive: the online audience. Instead, Amazon delivered a tidy little statement to the Associated Press, then washed its hands of the whole mess.
No post on the company blog. Nothing on Amazon’s Facebook page. And worst of all, no outreach to individuals via the medium that caused the storm in the first place: Twitter. The result? People feel angry and ignored. They think the response is dishonest. And they’re not just continuing the #amazonfail meme, they’re creating a whole new one: #glitchmya**.
Why Powell’s Wins the Reputation Game
Enter Powell’s Books, the Portland, Oregon-based independent bookseller known for its massive store and even more massive online selection.
Yesterday, Powell’s launched its own fast-spreading meme via the company’s Twitter account: #powellswin, as well as a corresponding landing page promoting the company’s anti-censorship commitment – and a 20% off discount when buyers enter the #powellswin tag at checkout (good through midnight tonight only).
Sure, Powell’s is capitalizing on others’ misfortune. But can you blame them? I love the approach. I love the simplicity. I love the sentiment. And most of all, I love that it was delivered via social media – where it, too, has spread like wildfire, and probably reached a whole lot of Amazon customers who never knew about that hip indie bookstore with the incredible selection. (Full disclosure: I’m a proud Oregonian who just recently purchased her boyfriend a Powell’s t-shirt. But seriously, they deserve the praise.)
When it’s all said and done, of course the #amazonfail reaction was out of control and unfair. But with social media, you can’t afford to simply cry about it. Or worse yet, ignore it. Instead, you have to confront it head-on, embrace it and make it love you back.
Powell’s clearly gets that. Let’s hope Amazon figures it out soon.
About the Author: Sara Wachter-Boettcher
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1 comment so far
William says:
A little faith is restored in Amazon given that this was caused by a glitch but really, that story sat out there for DAYS as a top trending topic on Twitter. Should have been something said well before now.
Scary!