Bank of America’s Social Media Crisis

bank of america christine mcmullen lindgren

Have you heard of Christine McMullen Lindgren? Your answer is probably no, but let me introduce her and the situation at hand. Christine Mcmullen Lindgren is an employee at the Bank of America. Last night she allegedly posted a racist rant on Facebook… Of course, a screenshot of the rant was picked up by everyone (and their mothers) and shared all over social media, with #christenmullenlindgren and #christinelindgren trending on social channels. How lucky is she that she has her own trending hashtag, right!?

Screen Shot 2016-06-02 at 10.04.04 AM Screen Shot 2016-06-02 at 10.03.42 AM Screen Shot 2016-06-02 at 10.03.25 AM

Social Media Crisis Management

How is Bank of America responding to the messages they’re being bombarded with? They’re not.

  • Scheduled posts are still being published on Bank of America’s Facebook and Twitter accounts
  • Visitor posts and comments are being deleted and/or hidden
  • Visitor posts and comments, tweets, etc. are not being responded to

Let’s be real, my community manager/social media strategist friends, this would be the scariest thing to deal with in your career (and if not the scariest, it’d be at least one of the scariest). Denial, anger, bargaining, depression, acceptance… I’d totally go through all the stages of grief and cry my eyes out… But with acceptance comes stepping up and handling things. Something I’m sure Bank of America is doing right now, but they forgot about the public, they forgot about their customers and clients. So many people are angry with them (on and off social media), they want their frustration to be acknowledged… But Bank of America is doing none of these things on social media.

bank of america social fail

From reading visitor posts on the Bank of America Facebook Page, the company is allegedly aware of the crisis and are conducting an internal investigation. Perhaps their lawyer advised the company to not write a statement on social media, which is fine because I am not a lawyer and I’m sure there’s a strategy there… But from a PR perspective, stalling scheduled posts and writing a short, simple statement on how the company is aware of the situation and are looking into it, would calm down the storm, at least by a little bit.

Social Media Mistakes

It’s a definite flashback to the Edmonton Party City Crisis, and if there’s anything we learned there, leaving your public hanging on social media is a no-no. And, not to toot my own horn (okay, I want to toot it a little bit ), had the Bank of America Community Manager attended my session at iMEDIA Social Media Conference, they would have learned how to handle this a lot better… The lesson here is that we all make mistakes as social media professionals, but hopefully we can learn from mistakes that were made by others. While I can’t say whether or not it’s a lawyer or a public relations specialist advising them to not release a statement, the longer the wait to do something, the more severe the storm is going to get.

I am, however, super excited to see how this plays out.

internet fights - pass me the popcorn

Update

This post was originally published at 10:30am.

11:15am: Bank of America has posted! After like, 24 hours.

bank of america response

People are joyous, brand defenders are out in full force… Many are still upset though and still threatening to move their accounts to another company.

How would YOU handle this?

What do YOU think? Do you think by being silent and ignoring the public on social media Bank of America is doing the right thing? What would you do in this situation? Is their statement enough, should they have apologized? Leave a comment below or send us a tweet.

 

Contact Us
  • Alex

    I think this is a difficult one! As a social media strategist/community manager, there are often some serious hoops to jump through when these types of issues arise. However, I also believe it is the responsibility of the community manager to push back on the “hold off responding” or “hide the posts!” from internal comms.

    Instead, I would have asked for an initial response, such as “We take these matters seriously and are in the process of looking into it. As soon as we have an update, we will let you know. In the meantime, you feedback has been heard and we appreciate your patience as we await more information.”

    That way, people somewhat feel like the brand is doing something and not just “waiting it out”, or worse, not taking action at all.

  • cmjaz

    You barely gave them a chance to respond. Believe it or not, they DO have to meet with the person, discuss the situation and then respond. It’s being responsible. They fired her by 1pm. That is a very swift response compared to how glacial other decisions are made there.

    • Her post happened the day before and went “viral” from there, they had ample time to respond or at least post that they are looking into it. Without acknowledging they were doing anything, the issue kept getting larger and larger.

  • So much for Freedom of Speech and Expression. It’s not like she said anything that was untrue, it’s just that fragile liberal sensibilities have made it socially unacceptable to express such truths in a public forum.

    • Paulette SweetnurseMcgee

      She didn’t say anything untrue? 2words1finger I see why you hide your face and real name bc you’re just as much as idiot as the girl that got fired.

      • Doesn’t change the fact that everything she said was spot-on. Have a nice day :)

  • Pingback: Bank of America Gets Beat Up on Social Media - Beverley Theresa()