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June 06, 2013

PRSA Director Discusses Why Social Media Controversies Should be Acknowledged

Taco Bell recently defended itself against a social media firestorm that transpired after a photo was posted to the Internet that captured an employee licking a stack of Cool Ranch tacos. Needless to say, the photo went viral and the Irvine-based chain’s food safety standards came under question.
The company went on to tell its 10 million Facebook followers that the company had “zero tolerance” for this type of behavior and stated that they would conduct an investigation and take swift action based on their findings. Taco Bell, later, found that the photo came from two employees who failed to follow acceptable rules and regulations in a contest developed to promote the new taco.
PRSA Director, Mark W. McClennan, APR offered his take on social media controversies in a June 4, 2013 Orange County Register article. McClennan discussed the fast pace of social media controversies and emphasized how important it is for brands to acknowledge these crises in a timely manner.
Taco Bell was challenged by its loyal followers to take action in a situation that was clearly damaging for the brand. Their quick response and ability to fulfill their promise to look into the matter helped the brand maintain their loyal following.
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