Paddy Power has been criticised for retweeting a bet query about a footballer having a heart attack.
MAYBE - Jan Gooding, Global marketing director, Aviva
The one thing we know about social media is that news travels incredibly fast to huge numbers of people and inspires action.
Any brand owner's worst nightmare would be a slip-up being magnified to such an extent it causes the loss of customers and long-term damage to reputation. Whether that terror materialises depends on the brand's response.
One thing we know about brands is that they are resilient and can be forgiven the occasional slipup. That is if they are prepared to admit they got it wrong and try to fix it. Our experience at Aviva has shown us the importance of listening and being prepared to engage authentically in this space. Being involved and learning is the only way to reduce the risks.
NO - Kelly Rafferty, Former marketing director, Kerry Foods
Consumers and shareholders will not judge brands and brand owners on the specific slip-up, but on their actions thereafter.
A proactive acknowledgment and creditable response can not only restore confidence but also add value.
A timely response is critical, particularly in online environ-ments Invest time in crafting the message and get it right. Perceived authority is crucial; that does not necessarily mean a response from the chief executive every time, but pitch accordingly to give the message creditability and gravitas.
Implementation of the learning is key, especially when brands get it wrong, and is testament to their …