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Social media channels — especially Facebook and Twitter — have radically changed the way consumers communicate with brands.
It is incredible — both good and bad — how one customer can now have a complaint with a product and literally get the whole world taking about it.
That’s what happened recently when a mom voiced her concern over a diaper wipe on Facebook.
The Pros and Cons of Public Debate on Social Media
The good side of this powerful feedback channel is that the customer’s complaint was heard and responded to by the brand.
But as I see it, part of the down side of the instant and enormous reach of social media in discussing concerns is that many people can panic and vicious arguments on both sides of an issue can start personal attacks… even to the point of bullying.
It Can Turn into a Personal Attack Fast
I hate to see anyone be bullied and so when I see debates on Facebook turn into personal attacks, I get worried.
Facebook is the opposite of anonymous, and yet people feel free to say incredibly hurtful things that they would never say to someone in person.
Reading some of the thousands of comments on the Huggies Facebook page, I felt badly for so many people involved. Some moms were sincerely expressing their fears, other moms were personally attacking them, and all the while the brand was trying to reassure people that independent testing shows the products are safe.
It appears the mother who first posted the video that went viral has since removed the video and deleted her Facebook account. I imagine she suddenly received a terrible amount of negativity from people claiming she was trying to make money from her claims.
While representatives from the brand did respectively handle her complaints, countless Internet users attacked her and others for reacting out of fear.
Update: Huggies Parents, Thank you for your continued patience. We have received results from independent testing of…
Posted by Huggies on Friday, August 21, 2015
Personally, I think Huggies did an admirable job of replying to literally THOUSANDS of comments. But people still have questions.
So they are hosting a new forum event called the Huggies Parents Council in Chicago on Monday, October 5, 2015.
I will be attending this forum so that I can bring forth your questions and concerns and report back answers about their wipes and other products.
[Tweet “Huggies Parents Council wants to answer YOUR questions and concerns. Voice them here…”]
Also attending this forum will be Dr. Sears (aka “Ask Dr. Sears”), a leading pediatrician and author of more than 40 parenting books.
I am honored to be invited to this discussion. I hope this will be an effective way of answering questions and continuing a productive conversation between parents and industry leaders.
We all have our children’s safety as our top concern. Let’s have a helpful discussion where we can all learn more and bring forward our suggestions and ideas for the future.
I want to hear what questions you want me to ask on your behalf at the forum.
Did you hear about the conversation over the wipes on Facebook?
Do you use Huggies wipes now or have you in the past?
Will the Facebook discussion affect your decision over which wipes to use?
Do you have any other questions or concerns about other Huggies products?
Please leave a comment below which any comments, questions or concerns that you’d like me to ask any of the following…
- The VP of Huggies (Eleanora Daireaux),
- Huggies senior brand managers,
- Huggies researchers in innovation and engineering,
- Huggies PR team, or
- Dr. Sears
It’s Your Turn To Be Heard
I want to bring forward your questions and concerns at the Huggies Parents Council.
Please leave your thoughts in the comment section below…
My expenses are being covered for me to travel and attend this forum, but my questions, comments and opinions will all be my own.
Written by Susan Carraretto, co-founder of 5 Minutes for Mom
Talk with me: @5minutesformom and Facebook.com/5minutesformom
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Sandra Watts says
All my kids are grown but I use them on my own bumm and have had no problems. 😛
People just gotta be crazy!
Connie says
I am sure it will be fascinating to hear from everyone on that panel. Enjoy Susan!
Susan says
Thanks Connie. I am looking forward to it. It’s especially interesting to have Dr. Sears there. I’m a big fan of his.
Molly says
For the Huggins researchers regarding diapers. Why do your diapers still have a problem with the fastening tabs coming off easily? This has been an issue for at least 2 years. People who pay more to buy a brand name deserve a better product in return.
Susan says
Interesting question Molly. I will raise this at the forum.
Cheryl says
Great question, I complained about this recently too
Anna Hettick says
I did see this mentioned last month but I didn’t really give it a whole lot of thought…mostly because my kids are much older. But I never take things like that video for the whole story. People so easily blow things out of proportion on social media. I do love a brand though, that will address and respond when something like this happens. When the brand is quiet it can seem like they are hiding or doesn’t care to take care of the consumer.
Susan says
Yes, it is so important for a brand to respond quickly to online comments. Videos and other social posts can go viral so fast. It’s important for individuals to realize how widespread their personal comments can become.
Katy says
I think Huggies responded really well to the complaint and fears (and attacks) that were expressed afterwards. I think this forum is another great step. I would like to know more about the safety of using commercial wipes and what can be done to make our babies in diapers have healthier skin.
Susan says
Thanks Katy. I will ask them about the safety of commercial wipes in general and what we can all do to ensure the healthiest skin possible for babies.
Krista says
Huh, I saw one friend reference this on FB last month, but I was so busy I must have missed the rest of it (and her post was so out of context I really didn’t understand it).
We have use Huggies wipes exclusively for the last 4 years and not had any problems. I see more stuff left on their bums from the absorbent material in the diapers (also Huggies) than anything from the wipes.
It’s hard to convince a raging mob they are wrong when they are certain of their “facts”. Frustrating.
Susan says
I agree that I used to notice some remnants on the absorbent materials on their bums from any type of disposable diaper. We used Huggies almost exclusively for our babies… both the diapers and wipes.
Trisha McKee says
Huggies handled this with grace and patience. I also do not agree with handling such situations with negativity and/or downright hostility. I also think we have a responsibility to research and learn as much as we can before throwing out accusations. Reacting out of fear usually does not end well.
Susan says
Trisha, you’re right that we should do our own research and find out the facts before accusing!
Jennifer Donovan says
I am past the diaper stage now, but I did always like Huggies wipes a lot. I don’t think the discussion would have changed my mind, especially since people rebutted it.
I would like to know more about the behind the scenes monitoring of social media. I think they did a great job with it, and I know that there is probably a whole system to keep their eye on it.
Susan says
Hey Jennifer.
Yes, we’re past the diaper stage now too… but we definitely used LOTS of Huggies wipes through the years.
In fact I still use baby wipes for random uses like having on hand for sticky fingers when I take the kids to an amusement park or other places like that. They are so handy for all sorts of things.
It was interesting to watch how the brand handled the discussion and I will ask them more about what went on behind the scenes from a social media view point.