Kryptonite and Kensington's Lesson Never Ignore the Blogosphere

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HujaifaAmin
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Kryptonite and Kensington's Lesson Never Ignore the Blogosphere

Post by HujaifaAmin »

Below is a now "historic" example of what can happen if you ignore the blogsphere. “Blogosphere is out there”: connected through the web, people talk about everything, even your brand. And if something goes wrong they become relentless. Just ask Kryptonite and Kensington: Between 2004 and 2005 the companies, specialized in the production of mechanical anti-theft systems, both marketed padlocks whose incredible "fragility" was discovered and denounced by the blogosphere. You may remember the story of Kriptonite, a company specializing in the construction of mechanical burglar alarms whose locks were opened simply by "fiddling" for two minutes with a Bic pen.

The vulnerability was disclosed in September 2004 by various blogs, including engadget, and bounced in and out of the blogosphere and onto the pages of mainstream media. At the PHONE NUMBER LIST material time, Kriptonite first kept silent, then denied, then admitted the problem with serious economic and image damage, providing proven proof of how unhealthy it is for companies to stay out of the blogosphere or, worse yet, ignore it. Now Naked Conversation, the blog of Robert Scoble and Shel Israel, presents a long post in which Donna M.

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Tocci, pr manager of Kriptonite, summarizes the phases of the "crisis", describes the effort made to deal with the emergency and admits: " It is fair to say that if we had had a blog in September 2004 it would have helped us”. And she adds: “Today we look at the blogosphere much more closely”. Better late than never. Then it was Kensington's turn which, having not drawn experience from the vicissitudes of the competition, also found itself without a corporate blog in which to defend its brand, admit the existence of the problem and announce an anti-crisis strategy to customers. Two similar experiences from which a clear message emerges: being unable to beat or ignore the blogosphere, in many cases it can be vital to become part of it by accepting to play by its rules.
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