By Mikinzie Stuart (@mikinzie)
If any of you “Like” Dunkin’ Donuts on Facebook, you might have noticed something less than palatable appear on your news feed recently. This is because Dunkin’ Donuts was spammed on their Facebook page earlier this week with provocative links and images (seeing as these images are NSFW, we will just say they involve young women and the phrase “scantily clad”).
Contrary to what you may think, the real crime wasn’t the spam itself; it was the fact that it took Dunkin’ Donuts 12 HOURS to acknowledge the spamming to their Facebook community. Even after the initial wave of images was finally removed, naughty photos and links kept showing up, flooding the company’s Facebook page throughout the following day.
Fellow SHIFT colleague, John Carter, noticed one of the racy spam videos pop up on his Facebook news feed and brazenly “liked” the spicy video. To prove a point, of course.
“More than anything, I think it points to the gap between content creation and community management when it comes to social media. If you look at Dunkin’ Donuts’ Facebook page and other initiatives, they’re doing some really great stuff; the donut creation contest and fan of the week are both absolutely genius. But their actual one-on-one interaction with consumers is rudimentary (at least on Facebook),” said Carter.
While DD Facebook fans waited and watched to see how the company would respond, it was disappointing when Dunkin’ Donuts followed up with a simple boilerplate apology to angry comments left on the Facebook wall by loyal customers:
“Thanks for your concern. We’re responsible for protecting the integrity of this community and take this very seriously. In accordance with DD Facebook Etiquette, all of these posts have been removed, flagged and banned. Any future posts of this nature will also be dealt with accordingly. We’ve always tried to keep our Facebook page open for fans to share and post links, pics and videos. Unfortunately, there will inevitably be a few individuals who abuse this. But rest assured that we’re on top of this and will always do everything in our power to keep this type of content off our fan page. Thanks, Ben”
As the conversation around the Facebook flop moved to Twitter, it was clear the damage had been done. Even though Dunkin’ Donuts quickly responded to customer tweets about the spammers, the fall-out had solidified, with complaints about: 1) the fact that it happened (and was left unattended) in the first place, and 2) a weak attempt to resolve the problem via a blanket apology.
So, what can be learned from DD’s double-down? Too many brands are concerned with the fancy bells and whistles of their social media space and forget that they need to have someone moderating the content. Granted, mistakes do happen: Dunkin’ Donuts could have had technical difficulties with the Internet down all day; the person in charge of monitoring the Facebook page and scanning for coverage could have been off sick that day; or maybe, and more likely – the company wasn’t investing enough time in regularly checking up on its Facebook page.
As one of the administrators of SHIFT Communications Facebook page, I check the space multiple times a day. I do this not only to moderate what is being posted on the Facebook page wall, but to understand what is important to SHIFT’s various audiences and what it takes to maintain the outward image of our company.
It’s just unfortunate that, as of late, Dunkin’ Donuts has been outdone by those other double Ds.