Where do lost ChapSticks go? I’ve wondered the same thing. ChapSticks and socks are impossible to keep for more than a few weeks. When the company posed the question to consumers in its latest ad, however, it didn’t go over very smoothly. The ad shows the backside of a woman as she climbs over a couch looking for the lost balm. (See it for yourself.)

So, what’s the big deal? Some found it offensive, sexually suggestive and objectifying. Ironically, the bottom of the ad reads, “Be heard at Facebook.com/ChapStick,” welcoming people to share their stories. Angry fans heeded the advice and vented their frustrations only to have their comments deleted by the brand, creating a perfect storm.

Eventually, Chapstick issued an apology, sort of, and pulled the ad stating they, “didn’t mean to offend anyone” and “we don’t always get it right,” and so on. I wish it had ended there, but no. They excused deleting comments because they were menacing, spam-like and foul, and just not compliant with Facebook’s standards.

How did ChapStick determine this to be the best strategy to handle the backlash? More importantly, how did they think it would help?

Managing the Backlash

Social media is about having a conversation with your audience, not attempting to silence them. The last thing an upset customer or consumer wants to do is be ignored and/or told they’re in the wrong. This only escalates the issue and enables it to continue spiraling out of control especially on platforms as large as Facebook.

Here’s a few tips for managing a situation like this:

Plan ­­– We all make mistakes but having a crisis plan in place can help mitigate the madness. If this happened at your company, how would it be handled? Who decides what actions to take? Who will oversee your online response?

Listen – Monitor what’s being said so that you can engage early on. Don’t ignore or censor your audience, especially if they’re dissatisfied.

Apologize – Sincerely, personally and without justifying, excusing or rationalizing your mistake. It comes across as argumentative and disingenuous. And, know when to apologize, after all timing is everything.

Next — If you can’t get over it, how can you expect your audience to? Referencing or dwelling on the incident only makes matters worse. Switch their focus to something positive.