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How not to do Facebook – NV Nightclub’s PR Disaster.

nv nightclub

This has to be the funniest PR flop I’ve seem in ages.

The images contain extreme language so please skip this post if you are easily offended…..on the other hand if you enjoy a good giggle then read on!

So,what happened?

During February 2012, NV Nightclub (a Dublin based nightclub targeted at the upper end of the market) were running a promotion. From what I can tell it was a free bottle of vodka if you turned up with 10 friends.

Apparently on the night they didn’t honor the promotion.

The following day customers started to vent their anger on the business Facebook page.

It snowballed from there.

How did NV Nightclub deal with this PR disaster?

The first thing that NV nightclub did was delete comments from their Facebook page. Nothing annoys customers more than feeling like they are being quietened.

Secondly, they failed to release an explanation/apology immediately. PR101 – whether they were right or wrong they should have released this.

The ‘piece de resistance’ was that someone in control of NV’s Facebook page began retaliating by ‘name calling’ and insulting customers!

See images below:)

Eventually NV Responded offering customers to come into the club for a “face to face”……were they planning to beat them up? The invite almost seemed threatening.

nightclub pr disaster

How did this PR disaster come to be?

What has happened here, in my opinion, is that a business owner, who probably isn’t that familiar with the power of social media, has handed over control to a junior member of staff….at least I hope that is what has happened!

nv nightclub

 

facebook pr disaster

facebook business disaster

How to recover from Facebook PR disaster like this?

This disaster could have been easily resolved by following a few easy steps:

  1. post up on all your outbound communication channels (Facebook/YouTube/Twitter/website/email list/whatever) that you’re looking into the matter and clearly apologise for any convenience caused.
  2. once you know the full story post a full explanation online and AGAIN APOLOGISE PROFUSELY.
  3. leave any negative comments online (once they don’t contain offensive language).
  4. respond to each individually. This will show confidence and display to people that you can deal with issues like this.
  5. offer to keep your customers happy by giving the affected few a free gift or discount or pass or whatever.
  6. ensure your customers that you will do your best to improve the service.
  7. allow your customers to respond to your explanation online.
  8. keep your opinions of your customers to yourself, bite your tongue and smile through your teeth:)

 

A disaster like this could have gained the nightclub great press by dealing with a problem professionally, in the open, for the whole world to see.

Instead it went completely wrong and I had to pull my car over as I was laughing so hard:)

 

Note: If NV Nightclub did eventually issue a formal response and would like this article to show it please contact me and I’ll get it up here.