Social media furor sparks Komen reversal
Last week’s decision (and subsequent reversal) by the U.S.’s largest breast cancer advocacy agency showcases the need for effective communication in today’s social media-driven world. Last Tuesday, Susan G. Komen For The Cure announced it would stop awarding grants to Planned Parenthood, the largest provider of reproductive health services in the U.S. What followed was an onslaught from Planned Parenthood supporters, who primarily took to social media to air their criticism of the move, which many saw as politically motivated. The Foundation appeared unprepared for the response, taking two days to post a response in the form of a corporate video. Meanwhile the Foundation, as well as the companies that have sponsorship agreements with it, were pelted with criticism on their Facebook pages and other social media sites. On Friday, Nancy G. Brinker, Komen’s founder and CEO, announced that the organization was reversing its decision and apologized to the public. And Planned Parenthood president Cecile Richards credits the outpouring of support via social media for the agency’s reversal. To read more about this story, check out this MSNBC article.
It remains to be seen what long-term damage this crisis will have on Komen’s brand. But we’d like to know what you think. Do you think the Komen Foundation will recover its reputation? Do you think it was the power of social media that helped reverse their decision?
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