In 2010 and again in 2013, the LiveWorld team of more than 60 global moderators quickly noticed the brand rumors began to bubble up and spread. The crisis began on a Sunday and within minutes, LiveWorld’s long-time moderation manager for the brand realized that these rumors were an exact repeat – with “claims” copied and pasted word-for-word from online forums years before. LiveWorld immediately notified company executives.
At the same time, the LiveWorld team began implementing the crisis response plan developed in conjunction with the brand in 2010. LiveWorld quickly reached out to consumers on Facebook, Twitter, and online forums to address and refute these claims. As a result, this crisis quickly burned out. The team used social media to convey that the diapers were extremely safe, didn’t cause harm, and were vetted by the CPSC. This was made possible with our software’s industry-leading listening tools to measure your social media properties, so you get insights about your brand, consumers, competitors, or product category.