In five short months there has been 65630 views of this post.
There are lots of similar quotes but I'll use Warren Buffets version which says "It takes a lifetime to build a reputation and only five minutes to destroy it. If you think about that you'll do things differently."
I've studied quite a bit about reputation over the last several years and crisis management and this is a textbook example of what not to do.
Rule number one is being prepared and educated about what constitutes a reputation risk/crisis event and then what you do about it. In determining a crisis rule one for that is protect the public, don't hurt anybody or be percieved even as not caring.
Own it get in front of it admit your part, the penalty you paid and what your doing about it. I was watching TV a while back and a commercial from PGnE came on talking about the pipeline explosion. They said what happened why it happened how big a fine they paid the pipes replaced how they were inspecting everything and a new modern control center. I thought THAT is how professional reputation people do it.
There are two really good short articles by Harvard Business Review. Reputation and its Risks and Reputation Warfare. The second talks about what happened here except all of you were straight up, the article talked about the damage one cook can do on social media. A good example is the Deep Water Horizon spill.
A guy opened a similar sounding tweet account and in the middle of the crisis posted mundane stuff like the lunch menu and people were so made it retweeted give times the number of the real account. Or in Palestine. Israel has the superior army but the Palestinians won the public opinion war, that one is called bullets and blogs.
And finally an example of the US Census Bureau bought a 15 second super bowl ad saying mail in your forms and watchdog groups learned about it and went nuts. John McCain brought it up on the senate floor saying it was a waste of money. The census bureau had a media monitoring service contract that alerts you when negative news hits anything including social media.
They had a plan that came with the service you pay a monthly fee. They went on youtube, tweeted and Facebook saying how if just some small number mailed in forms instead of sending a guy out in a car they would save 90 million dollars and by the time super bowl came it had died and the watchdog group tweeted to mail in your forms.
To me it was telling, if the freaking US Census Bureau cares more and manages their reputation better than the cannabis industry which is not at all we got a serous problem.