And the tone of all the replies to Karp was just… not right for the situation. This is true across the board in life but especially on social media. So for many people, it was too little too late, when General Mills CEO Jeff Harmening finally appeared on CNBC later and said, ‘Based on the information we have right now, it is highly unlikely this occurred at a General Mills facility… So right now, we’re in the process of working with that consumer to try to figure out, kind of, what happened between when it left our docks and when he opened it.” It was obvious by the messages that this whole situation was initially (and poorly) handled by social media managers. Let’s look at a few lessons from this event. Higher-ups, on the other hand, seemed disconnected and unconcerned for far too long, allowing the whole issue to spiral out of control. However, the replies were sent by lower-level employees who clearly didn’t have the tools necessary to properly handle the delicate situation. In this case, it’s not that the brand didn’t respond quickly, because they did.
#Shrimp in cinnamon toast crunch professional#
But there’s a fine line between taking the time to think of a professional response and well… taking so long that people become angry.
And we get it- the last thing a brand should do is respond too quickly to a negative review, with risk of emotions flaring. In 2021, people expect prompt responses to their messages and questions. Perhaps the most shocking part of this story, though, is that a brand as large as General Mills didn’t have a PR crisis team prepared. When any customer-but especially a celebrity-shares a shockingly negative experience online, there’s potential for a PR nightmare. After all, every brand longs for celebrities to tweet about them and for the chance to “go viral” on social media, but not like this! But… well… famous customers with large Twitter followings may warrant an extra bit of thought and planning. Quick note to brands before we get into the nitty gritty: Of course, every customer is important.
#Shrimp in cinnamon toast crunch full#
If you need the full run-down on this situation, you can find that here.īut basically, Jensen Karp took to Twitter in March claiming that he found shrimp tails and what *looked* like mouse droppings in his Family-Pack of Cinnamon Toast Crunch from a local Costco. From Jensen Karp’s large Twitter following, to his high profile connections, to his last name being Karp, to his famous wife’s last name being Fishel (we could go on…), the Cinnamon Crunch Shrimp fiasco was poised with potential to be the perfect storm.
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