Stuff happens. Sometimes it’s major, potentially disastrous stuff that can potentially take an organization down or at least seriously damage its reputation. Sometimes it’s less threatening than it is embarrassing. But when “stuff happens” it requires a response, transparency, and a fix. Social media can be a tremendous salve to the wound by helping to get the message out and keep customers and friends on your side. Want a great example of how it was done recently? Look to Stone Brewing Company.
Stone Brewing Company just discovered that one of their vendors was basically cheating them — and their customers. They’ve been selling their Stone Cali-Belgique IPA Cali-Dijon Mustard and Stone Pale Ale Stone Ground Mustard with Chipotle Peppers, believing that the key ingredient — their beer — was included. And it wasn’t. A local condiments guy, Russ Bruhn, who owns Carlsbad Gourmet, was contracted to supply the mustards. He, in turn, contracts with another company to actually produce them. Despite the fact that Stone was supplying this company with full kegs of the beer — and the kegs were being returned empty — there was no beer in the mustards. Where could it have gone?
CEO Greg Koch was mightily ticked off and I’m sure embarrassed as well. So, he and his merchandise manager sat down in front of a mustard-colored wall and recorded a video public apology that’s on their web site and was posted to Facebook yesterday. As you can see, it was sincere, informative, and humorous. They accepted responsibility for the misleading mustard and are offering a swap for the mustard, exchanging it for a 22-ounce bottle of either Stone Cali-Belgique IPA or Stone Pale Ale or 10 percent discount for online purchases using the coupon code MUSTARDGATE.
A Public Apology: June 24th, 2010 from stonebrew on Vimeo.
This is a terrific demonstration of what to do when stuff happens. Be out there, be forthright, explain the situation, and offer a remedy that’s appropriate to the situation. If, as in “mustardgate,” you can also deal with it with humor, do it. Just be appropriate, authentic, and clear that you’re working on making the situation right.
I’m going to buy some Stone mustard!