The Lorna Jane Furore Is More Reason Why Brands Need Social Media Fans

The Lorna Jane Furore Is More Reason Why Brands Need Social Media Fans

As sports retailer Lorna Jane’s employee woes roll on, in this opinion piece Nicole Reaney, brand expert and director of InsideOut PR, says the whole affair is yet another example of why brands should build a loyal army via social media…

Lorna Jane has found herself in the public domain once again, with another ex-employee revealing her negative experience to the Courier Mail, saying she was used by the organisation. The employee also commented on the founder’s Sunday night’s 60 Minutes interview, “And that’s where I call bullshit and claim “crocodile tears”.

nicole-reaney

The company’s social media operator immediately published the company’s response to the article, stating it was not given the opportunity to respond to the media and using the social platform to communicate its viewpoint.

Unfortunately as companies grow and particularly successful retail companies with a national footprint and a demographic of heavy social users, they become easy targets for public backlash, and one negative story or experience can trigger more people to voice their side.

A common frustration by companies is also the lack of control of a story being published or aired in media without their opportunity to comment. The Lorna Jane team rightly used its own power in social media to take a little control back in the brand messages being received by the public.

While I would commend the team for using the platform to share their side, they need to ensure that their tone and messaging is not too defensive or passive aggressive. They are a positive brand and they want their voice to align with the brand’s culture. Even if a company disagrees with what’s been presented to the public, there’s a way to voice your messages in a more humble, succinct way, where consumers see the genuine side of the company. Managed carefully you can even turn around what was initially a negative impact to your brand, to it becoming more popular with loyal customers banding to support the organisation. That’s where social self-regulation occurs and the public become your brand ambassadors. Much more powerful than a company projecting it’s messages solely.

The Lorna Jane brand has a strong, positive following and is a strong positive brand. However I’d caution the organisation, they just need to be careful that they don’t start to build pockets of ‘hate-communities’.




Please login with linkedin to comment

Designworks It's Your DNA Marketing Decisions

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]