"We Didn't Start the Fire, but We Can Help Put It Out": Monitoring Social Media During Product Launches

Who in their right mind cuts off the Piano Man? CBS, that's who. If you didn't see it the other day during the network's live broadcast of Billy Joel's 100th show at New York City's famed Madison Square Garden, right in the climax of Piano Man, CBS faded the screen to black...and then the news. The collective cry across Social Media that was heard around the world. (and still is resonating) showed an EPIC fail. The worst part was what happened next...nothing.

Instead of apologizing, or giving an alternative way to view the end of the concert, CBS did nothing. As in, its social accounts remained completely silent. I was thinking about this. What can businesses learn from CBS's MAJOR fail?

I maybe right In today’s fast-paced market, where every company launch can instantly be the topic of public scrutiny, effective social media monitoring is not just beneficial—it’s essential. The lack of timely response from CBS to the public’s outcry serves as a cautionary tale for all businesses about the importance of being proactive and responsive on social media during major events.

Here's how companies can effectively monitor social media to stay aware of and address issues during product launches or significant events.

1. Set Up a Dedicated Social Media Team

Before a launch, assign a team specifically to monitor social media channels. This team should be equipped with tools for tracking mentions across various platforms, including Twitter, Facebook, Instagram, and relevant forums. The goal is to have a real-time pulse on consumer sentiment and any emerging issues. Companies that have #marketing already in place probably have one or more manning the channels.

2. Use Advanced Monitoring Tools

Invest in advanced social media monitoring tools that can track keywords, hashtags, and mentions related to your launch. Tools like Hootsuite, Sprout Social, or Mention can provide comprehensive insights into how your product is being perceived and discussed online. These tools can also send alerts when there’s a spike in activity, which could indicate a problem that needs immediate attention.

3. Establish Rapid Response Protocols

When the social media fire starts, make sure your team knows they didn't start it, but they can help control it. Develop a set of protocols for responding to feedback, complaints, and crises. Determine who in your organization has the authority to respond publicly and make decisions about potential remedies. The CBS incident with Billy Joel’s concert shows that a lack of response can significantly harm a company's reputation. Quick, thoughtful responses can mitigate damage and demonstrate to your audience that you value their input and experience.

4. Engage with Your Audience

Do not just monitor; engage actively with your audience. Acknowledge their comments, answer their questions, and gather their feedback. Engagement shows that your company is attentive and cares about its customers' experiences. This can be particularly critical during a launch when consumers are often most attentive and potentially vocal about their experiences.

5. Learn and Adapt

Monitor outcomes and gather data on every interaction and reaction during the launch phase. Analyze this data to identify patterns or recurring issues. This learning phase should inform future launches and help refine your social media strategies.

6. Communicate Internally

Ensure that there is a clear line of communication between your social media team and other departments like customer service, technical support, and the executive team. Issues identified on social media may require quick actions or decisions from these other departments. For instance, if an issue arises, the technical team needs to be informed immediately to address it.

7. Plan for the Worst

Always prepare for the worst-case scenario. Have a crisis management plan in place, including pre-approved messages that can be quickly customized and released. This readiness can make all the difference in how the public perceives your handling of the situation.

8. Don't Just Apologize. Fix It

Besides lacking an apology, CBS is also missing a major opportunity.

The Billy Joel concert is currently being streamed in its entirety on demand on both CBS.com and the Paramount Plus streaming service. Imagine that in addition to a contrite apology, CBS provided a link to watch the concert online. If the network did this in response to complaints on social media, the company's solution could spread just as quickly as its fail.

This is the Time

The incident involving Billy Joel's concert is a reminder that in the digital age, a company’s reputation can be enhanced or damaged by how it handles its interactions on social media. Effective monitoring and engagement can turn potential problems into opportunities for demonstrating excellent customer service and can significantly enhance a company's reputation post-launch. Just remember, "You're Only Human," so plan, prepare, and proceed with a tune that invites both engagement and empathy.