When Vogue Italia previewed their May cover on Instagram this week, within minutes, people were commenting and criticising the editorial choices the magazine had made. During this, the model herself also came under fire. Gigi Hadid, the cover model appears heavily tanned, which lead to comments stating that she looked “unrecognisable” and appeared as though she was “trying to look ethnic.”
Whatever the industry, social media backlashes are a common occurrence due to the immediacy with which people can access, share and comment on what they see. Whilst it can be challenging to know how to best deal with these situations, especially when the topic is a sensitive one, utilising a professional crisis management team can be hugely beneficial when it comes to knowing how to respond.
How was it dealt with?
Gigi took to Instagram stories to post a photo of herself after the shoot, explaining that any editorial work to make her look darker happened without her, suggesting models have little control over the artistic direction of photoshoots. Whether her audience want to believe what she said or be sceptical that it was a carefully constructed apology written by someone who is likely to run her Instagram, there were a few things about the apology that can work for all businesses.
Here at VerriBerri, Essex marketing and PR agency, we have tips for dealing with a social media backlash:
1 – Don’t deny it: Gigi immediately addressed the issue, showing she had listened to and understood the comments that had been made. If you’re business is receiving negative feedback across social media, it will be much more beneficial to address the issue and comment on it, rather than denying it altogether.
2 – Show, don’t tell: A lot of Gigi’s criticism suggested that she had been in control of the shoot and that she should have made sure she wasn’t represented as something she isn’t. By posting an apology, she could begin to explain why those images went to print. If people are criticising your business for something, don’t just post a quick status in response, take the time to explain what happened with as much detail as possible.
3 – Admit fault: While it might be hard to do, admitting you were wrong will earn you more respect than suggesting that your audience is wrong.
If you’d like more information about how VerriBerri’s crisis management team could help you, get in touch today on 01376 386850