Social media provides a plethora of engagement opportunities, but the medium is not without its risks.
When faced with online ridicule, most brand managers’ instinct is to avoid commentary and ride out criticism until the news cycle turns to another story, trend or misstep. GT Dave, founder and chief executive of GT’s Living Foods, decided instead to lean in, which boosted his brand and netted the organization a huge PR win.
Here’s what PR pros learn from Dave, about social media and the power of humor in a rancorous media climate:
It started with a YouTube video
On May 29, YouTube creator Cody Ko published a video called “The Kombucha King,” in which he and creator Noel Miller mocked a video that Forbes created, highlighting Dave: