There have been some spectacular crisis management disasters in the online tech world recently (#amazonfail anyone?), but how about a success story? This one comes from the usually tight-lipped 500 pound gorilla of the web, Google!
When many of Google’s sites went down Thursday, there was an immediate backlash across the net. Frustrated emails went out and an unsavory Twitter tag, #googlefail, was born. Although the problem was resolved in under two hours, the recent trend has had these sorts of issues reverberating throughout the web for days at the least. Using a simple, solid, crisis response plan involving clear communication with the public, Google pacified the usually rowdy Internet crowd within hours. A review of the situation by PCWorld provides a timeline of Google’s responses:
“We’re aware some users are having trouble accessing some Google services. We’re looking into it, and we’ll update everyone soon.” Nothing earth-shattering, but an slightly cracked-open door of communication from a company that usually keeps 57 padlocks on its virtual entryway.
An hour later, another statement came in: “The issue affecting some Google services has been resolved. We’re sorry for the inconvenience, and we’ll share more details soon.” Still no full explanation — but, in a surprising move, a sign of ongoing communiqué and a promise of information.
Here’s where the good part comes in: Google actually kept the promise. With a couple of hours, representatives offered a full explanation of what happened. And an apology. And an assurance that steps were being taken to prevent a meltdown like that from ever happening again.
Transparency is absolutely vital to reputation management. By giving their users whatever information was available, Google avoided the anger and disillusionment that come with being ignored or spoken down to, and in turn stayed in their good graces. It will be interesting to see if other major Internet players take this lesson to heart…if not, at least I’ll have a lot to write about!
JB
Jonathan Bernstein
www.bernsteincrisismanagement.com