Definition of a bad buzz
The term "bad buzz" combines the English words "bad" (bad) and "buzz" (noise, rumor). It describes a negative word-of-mouth phenomenon that spreads quickly on the internet, particularly via social networks. It is a communication crisis that can have serious repercussions on the image of a company, a brand or a public person.
The reasons for a bad buzz
The origins of a bad buzz are diverse and varied. Here are some common causes:
- A poorly received advertising campaign, which shocks or irritates consumers.
- A defective product or service causing dissatisfaction among customers.
- Inappropriate behavior of an employee or public figure.
- Discriminatory or hateful remarks emanating from a company or a public person.
- A leak of confidential data endangering customers or employees.
Some notable examples of bad buzz
Many bad buzzes have marked recent news, including:
- The Nutella crisis (2017): The revelation that the spread contained more sugar than hazelnuts created a wave of criticism.
- The Lactalis affair (2018): The contamination of infant milk with salmonella has caused enormous concern.
- The H&M bad buzz (2018): An advertisement perceived as racist caused a strong negative reaction.
- The Huawei bad buzz (2019): The arrest of the financial director in Canada sparked a global controversy.
- The French "Balance your startup movement" (2020): Denunciation by employees and former employees of misleading commercial practices and poor working conditions.
- The bad buzz Balenciaga (2022): Advertising campaign which represented children with accessories clearly inspired by BDSM.
The consequences of a bad buzz
The effects of bad buzz can be devastating for a company, a brand or a public figure, including:
- Loss of customer confidence and drop in sales.
- Damage to reputation.
- Fall in share price on the stock market.
- Risk of legal action from injured customers or employees.
How to prevent a bad buzz
There is no miracle solution to avoid bad buzz, but certain measures can help minimize the risks:
- Adopt a coherent and effective communication strategy.
- Ensure the quality of the products and services offered.
- Train employees in good communication practices on social networks.
- Set up a monitoring system to detect signs of customer dissatisfaction.
- Know how to react quickly and effectively in the event of a crisis.
Conclusion
Bad buzz is a phenomenon feared by companies, brands and public figures. It is crucial to take preventative measures to avoid it, while being prepared to respond appropriately in the event of a crisis.