Home » Brand Attacks on Social Media – Back it up and React

Brand Attacks on Social Media – Back it up and React

Not many things can be as hot topic responding as the issue around the fur trade. First let me make it clear, I am not wading into that debate! I am only using this as an example of how things can go wrong quickly in social media and this is a great example. Your company may very well sell lawn darts – that does not make you immune to slander or false allegations. As someone who might be inclined to share or post claims or allegations – again make sure your source is valid and sustainable.

OK, so someone gets a photo of a pile of mink carcasses. They post it on Facebook and the whole think goes like fire on gas with over 5000 shares in a few days. No one looks to see if the information is correct or not. The photo is valid, but is it really about the company Canada Goose and it’s jackets using mink fur as trim?

A lot of people seem to think so.


But wait. This is not quite the case. Some take it upon themselves to point this out, and post to not the original feed, but one of the shares. Think of 5017 shares with 10 comments each. That is 50,170 negative comments coming against Canada Goose. That my friends is a shiticane – A shit storm you can’t control.

"Become knowledgeable on what you are for/against Facebook Slacktivists. Please click on the SHARE button and we can fight Slacktivism together."

The original photo was a documentary picture from a site about modern Russia.


“… public relations practitioners would be well-advised not to put too much stock in their
More aggressive responses are a vital part of the PR toolkit, and companies
benefit from fighting back.” – Mr. Media Training [Source]


So the question is where is Canada Goose on this? Nowhere apparently. If they did respond, then it is way down their posts and out of reach (not technically but you and I both are not going to be bothered to look for it). This would have been a great opportunity for the company to set up a special tab and refute the false allegation and let consumers know about how they actually do make their clothing – coming out stronger in the end.  Sorry posts of your store are just not going to take care of this.

So kids, here are today’s lessons:

  1. If you post information such as inflaming as this, make sure you know your facts.
  2. If your company is a target of such information, make a complaint to Facebook and make sure you respond with information to refute the allegations.

Your Turn: Have you seen anything similar to this or been affected by a social media posting (business wise)? Any thoughts for others that I may have skipped (still on my first coffee here folks)?