Home improvement giant Lowe's pulled its television advertising from the show American Muslim due to some pressure from an ill-informed email campaign conducted by Florida Family Association, reports Ben Popken in AdWeek.
In bowing to pressure, they fanned a small fire. By not moderating the bigoted comments on their Facebook page, they threw gasoline on it - allowing the discourse to degenerate.
So What Should Lowe's Have Done?
- Announce why they were pulling the ads - and point out the underlying corporate principles under which the decision was made
- Respond quickly to the outcry following in the channels where the debate was happening (Twitter, Facebook)
- Use its available online presence points - web, Twitter stream, Facebook page - to clarify its commitment to its principles and values.
- Moderate comments on the Lowe's Facebook page according to its principles, and be transparent about that moderation.
Here's an example of what they could say:
While we support the right of all customers and visitors to voice their opinions, we require all posts to adhere to [Lowe's Facebook page posting policies].
Have you faced a social media backlash? How'd that work out for you, and what advice would you give businesses who want to engage in social media, but fear events like these?
Update: Here's another article on the Lowe's/American Muslim situation from E.D. Kain in Forbes.
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