3 Quick PR Thoughts…for Amazon

Author: Matt

13 Apr

For us “news junkies” we can’t help but see the stories and chaos taking place on Twitter today around Amazon. According to reports, their supposed “glitch” resulted in several gay and lesbian authors and books being flagged as “inappropriate content.” Several folks are posting to the Twitter hash tag #AmazonFail (here is some additional background on this).

Without knowing all of the details or specifics, I have to offer up some PR thoughts to this entire situation (i.e., PR dilemma):

Speed of message – As many of my PR colleagues (@chrispitre & @JGoldsborough) mentioned while tweeting about this story earlier today, how could Amazon have sat on this over the weekend (regardless of it being Easter)? As of 1 p.m. CT today, there has yet to be any statement beyond “glitch” from Amazon. Such an organization cannot afford to have their PR people (or their executive team) sitting back while getting slaughtered online & in the news.
Just tell the truth! – I’m not sure how much of the truth was revealed on this situation by Amazon, but when the WSJ, AP and others just have that you’ve said it was a “glitch” you aren’t quite answering the question. Just admit, “we messed up” or “have no idea what happened but will get back to you once we do.” Or in the spirit of yesterday’s religious holiday…”the truth will set you free!” Unfortunately it may be too late!
Get online – Regardless of the “facts” Amazon needs to be on Twitter, commenting on blogs, and communicating with the social media communities. I’m not sure if this is their official Twitter profile, but it certainly appears to be “crickets chirping” on their end. This is a colossal mistake…either way you look at this issue.

I could have done a Top 10 or 20 list here but thought I’d start with the 3 most obvious:). I’d love to hear your comments or reactions to the way Amazon is dealing with (or not) today’s situation. Thanks!

Filed under: Media Relations, PR, Social Media

5 Responses for "3 Quick PR Thoughts…for Amazon"

Chris P April 13th, 2009 at 10:34 am 1
Great post, matt. I think that Amazon has gone against it’s digital innovation and mentality by waiting this late to say anything. Clearly, no one is buying the ‘glitch’ argument. If it was a policy change, they should be forthright and defend it. Granted, they should expect an outcry and loss of customer base on this decision. When brands try and assert moral judgments on its commerce after years of neutrality/indifference, it will backfire in some capacity. Let’s hope that the conservative audience can make up for the loss in sales from their loyal consumers who were offended/affected by this ‘glitch.’
Tressa Robbins April 13th, 2009 at 10:34 am 2
Matt, I agree that there are numerous things they should be doing. I’m hopeful that before the end of the day, they’ll respond appropriately (surely!). Definitely, the number one thing they should do or be doing is to fess-up to whatever the problem is/ was, explain it and explain what they are doing to rectify it. This “glitch” is just not acceptable. I’ll be interested to read what your other readers think! Thanks for a thought-provoking post.

@tressalynne
Van April 13th, 2009 at 10:40 am 3
Another for your list: the Amazon CTO @Werner has been tweeting this morning, but nothing related to #amazonfail. Pretty good way to fan the flames of the fury out there….
Stan Scott April 13th, 2009 at 10:59 am 4
Thanks for this. It’s fascinating to me that there’s so much talk about “social media” and “reaching out to customers”, but when something like this happens, Amazon STOPS communicating.

It’s easy for a company to communicate online when they want to set up a “fan” page, or Twitter their current discounts. Online media has to go both ways, or it’s just more advertising, and most companies, including the largest online book retailer, just don’t get that.
Matt April 13th, 2009 at 11:31 am 5
Some great dialog on this subject! Thanks so much for joining the conversation!

Chris – I totally agree, what a backtrack for Amazon on the social media front. Nothing being said by them online…that’s a shame!

Van – Thanks for the FYI on @Werner – I’m going to check it out right now.

Stan – This is exactly the reason why active participation on Twitter is so important in good times…and bad. Great comment!