Is bad attention good? You know what I’m saying here. If you get noticed for something that isn’t necessarily a positive thing… is that a good thing?
The old answer is “any press is good press.” That’s not so true anymore. Social media has enabled consumers to quickly circle the wagons and spread your bad information faster than you think. So if you really do stink… people are going to know about it quickly.
So the answer to the question of “Is bad press or negative attention, good?” is…
Yes, if you’re smart enough to make sure you monitor your brand online, and then you do something about it quickly.
Case in point. The Motrin moms debacle. Here’s a brief summary. But first, watch this video.
Basically, here’s what happened. Motrin posted a video on their Website which ignited a community of mothers who were insulted by it. What happened was a lot of the mothers use baby slings and objected to the tone of the ad which describes them as “in fashion”.
The fallout was quite harsh for Motrin. You can read all about it here.
So, did the negative attention help or hurt Motrin? It’s really too early to tell the long-term affects, but in the short term, it hurt them.
Why? Because a small group of consumers banded together to talk smack about the Motrin brand. Now, when you do searches for Motrin, you’re more than likely to find a link to a mommy blogger saying disparaging things about about the brand, instead of a information about the product and how it helps people.
Takeaway: Negative attention and bad PR is only good if you know how to look for it, and take it on full-force, quickly. It might be time to hire a social media consultant.