Never is transparency (in social media) more important than during times of crisis. The public can and does forgive mistakes. They understand that technology is not infallible.
What will destroy a business faster than just about anything though is not being 100% open, honest, and upfront immediately when something has gone wrong.
Watching Sony’s responses (in the news) to a serious breech of security to their PlayStation network shakes my confidence in the company as a whole.
Their initial silence to the network outage tells me they were more concerned about their image than notifying 77 million users IMMEDIATELY that their personal and credit card information may have been compromised.
Why did they wait so many days?
Why weren’t they reaching out to their users via social media outlets the very moment they realized there was a problem?
There’s a difference in timing between when we identified there was an intrusion and when we learned of consumers’ data being compromised. We learned there was an intrusion April 19th and subsequently shut the services down. We then brought in outside experts to help us learn how the intrusion occurred and to conduct an investigation to determine the nature and scope of the incident. It was necessary to conduct several days of forensic analysis, and it took our experts until yesterday to understand the scope of the breach. We then shared that information with our consumers and announced it publicly.” Sony Blog
If your credit card information might already be in the back pocket of some hacker, would you want to know now? Or, when the company was finished evaluating things?
I’m sorry Sony. You blew it. The biggest breach I see here is your neglect in practicing what consumers not only expect but demand – complete transparency.
J. Cricket Walker of CricketWalker.com