said 1 year, 4 months ago:
Closing comments is only acceptable in one case: when the conversation goes from angry, upset venting to discriminative or derogative language and tone.
However, as we’ve seen in many instances, deleting comments is NEVER a good idea – it does’t help in the resolution of an issue, but rather further offends and angers customers.
The best approach to unhappy customers and comments is to reply to each one individually, SINCERELY apologizing, along with a public (and sincere) apology.
I see that Timothy’s Coffee made a big mistake, and then made even more mistakes when they were caught unprepared and under attack. However, it seems as though they’ve either taken counsel or done their homework, and are taking the right steps to righting their wrongs, and focusing on making amends with their customers.
The video from their rep was a smart idea (although, I would have preferred not to see her reading!), and their later apologies and strategy to send out coupons seem sincere.
When a company gets caught by surprise in a social media crisis and reacts poorly (or not at all) the most we can hope for that company is that they learn from their mistakes and change their course of action. It’s always nice to see when this happens, rather than seeing brands fail and then fail harder the next time (ahem, United Airlines fiascos).
My prediction: Judging from their efforts and the comments from their customers, I think this brand will learn from their mistakes and be able to come out of this crisis with reduced damage from what it could/would have been.