"It's clear that Femfresh hasn't understood or embraced what social is all about. They managed to undo a whole year's work of community building and management just because people didn't have nice things to say about them. Not only did they swiftly dump their social agency in a transparent attempt to pass the buck, they also proceeded to run crying to Facebook for help in making the bullies go away."
"Femfresh's biggest mistake was to keep quiet, rather than making the decision to either stand by their campaign, or pulling it because of the public backlash. Mistakes do happen, but social fails usually flare brightly and fizzle quickly - for example, the Kit Kat palm oil scandal last year, the page is still going strong, and it's currently activist free. However, all Femfresh's actions have guaranteed them is a further extended period of bad publicity."
"Just a short note to tell all recent posters that we have seen your comments and we will be getting back to you. "Whilst we welcome debate, please can we ask that you don't post anything abusive or use bad language as this contravenes our policies and we will have to delete the p"
Femfresh suspended its Facebook page and deleted all posts and comments after hundreds of users mocked an advert that used euphemisms for the word 'vagina'. Social media consultancy We Are Social criticized the brand for undoing a year's community-building work, dumping its social agency and seeking Facebook's help to stop critics. The consultancy called silence and comment deletion a mistake that guarantees extended negative publicity. Deleting comments and suspending the page will not remove the underlying causes of anger or prevent future negative comments. The brand initially posted a message asking posters to avoid abusive language and promising to respond.
Read at The Drum
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