Five days of silence, then a Post on his page, then an interview on CNN.
Facebook CEO Mark Zuckerburg has finally broken his silence and addressed the numerous scandals his company has faced recently, culminating in the Cambridge Analytica data breach. (See our previous post for detailed info on what a rocky six months it has been for the social media giant)
Here’s a clip from CNN last night where Zuckerburg gave his FIRST real (if canned and nervously delivered) apology.
Now a Confession- I set up my Facebook account in 2006 to be able to track down the teenage friends of recent victims of crimes, auto accidents or some other peril that was destined to lead our newscasts that night at Channel 4 in Washington, D.C. It was a great tool – you could find most everyone right there on one website and by going through their page learn A LOT about them in a short amount of time.
Fast forward to today, that data (and more) that I so easily found, is being used in much more manipulative and some would say nefarious ways. Which brings us to baby faced and seemingly innocent looking Mark Zuckerberg — who in his mea culpa opportunity with CNN and others — failed the most basic PR principle when addressing a crisis; respond quickly and apologize. I believe FB’s customers deserved both immediately and perhaps even back in 2015 when they first learned of this breach.
Had I been inside the FB corporate bubble these past five days I would have deployed my best persuasion techniques to encourage the company to be very public and transparent about the problem and the new privacy change fixes that Zuckerburg so easily put in his Wednesday “post”.
As many companies have found, United Airlines, Equifax, Chipotle, in a crisis you rarely have the luxury of sitting in silence and waiting for all of the facts – guess what? you’ll never that luxury of knowing all of the facts, that much Zuckerburg even admitted later in the CNN interview.
Waiting merely allows others to quickly fill the void with speculation and brand damaging opinion. As this clip from one of our training sessions shows, we ENCOURAGE speaking up at the first sign of a crisis. Let’s put that fire out before it grows into an inferno!
The Facebook community is more like a country – 2 billion strong – failing to address a crisis ‘in the moment’ is a failure of leadership. Hiding from crisis as Mr. Zuckerberg has learned makes you part of the problem and damages the public trust you’ve worked so hard to build.
Sound PR practices applied to handling any crisis – that is the solution and is the sign of a true leader. Hey Mark, you helped me with those searches more than a decade ago, give us a call, we’ll return the favor when your next crisis hits. (and we fear, it’s just around the corner)!