As “Real-Time Marketing and PR” comes to an end, David
Meerman Scott has made his point clear: real-time marketing, product
development, communication and customer service is a requirement. After
learning about responding in real-time, I’ve been able to notice what companies
respond in real-time and what companies don’t.
In 2009, football coach Urban Meyer was hospitalized for
chest pains which lead him to resign from the head coaching position at the
University of Florida. Shortly after, Meyer joined the ESPN team and became an analyst
before taking the position of head coach at The Ohio State University.
This past weekend, ESPN’s College Game Day was covering the
Alabama vs. Ole’ Miss game in Tuscaloosa, Alabama. One of the most entertaining
parts of College Game Day are all the signs and posters created by fans.
Although these signs are considered to be humorous and witty, one fan joked
about Meyer’s previous health conditions. College Game Day claimed the poster
was the most retweeted and appropriate sign of the day.
Urban Meyer’s family openly expressed their opinions via
Twitter. Wife Shelley Meyer (@spinnershells) tweeted, “@CollegeGameDay
@pizzahut ok that’s not funny AT ALL. VERY classless. I’m pretty shocked at
you. #EnoughIsEnough #stopthehate”. Oldest daughter, Nicki Meyer (Nicki_07)
tweeted “Shame on the fan for that sign but even more shame on @CollegeGameDay
for promoting such trash. Someone’s health isn’t a joke – classLESS”. Daughter
Gigi Meyer (@GG_40) also chimed in by tweeting “Makes me sick. ‘Appropriate’ my
a**. Stick to what happens on the field. That’s all y’all know anything about.”
In less than 24, College Game Day responded by deleting their
original tweet. Meyer’s family and Ohio State fans continued to tweet at
College Game day expressing their disappointment in the lack of consideration
for the Meyer family.
College Game Day should have known simply deleting a tweet wouldn’t
be enough. Shortly after deleting the tweet, College Game Day responded again tweeting “You never solve anything in the digital conversation by just hitting delete. We apologize. We’re going to
be better."
In the middle of a crisis, College Game Day was able to tell the problem, apologize and move on as quickly as possible, exactly what Meerman
Scott suggests to do in chapter 7. After College Game Day tweeted their
apology, Gigi Meyer responded with “Much appreciated @CollegeGameDay. Truly
thank you”. College Game Day was able to take a highly public, negative situation
and defuse it by turning negative opinions into neutral opinions by acting in
real-time.
