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Understanding sentiment as it relates to a post or series of posts is crucial, especially in a crisis.

Just How Bad (or Good) Is It?

A hand is stopping a row of wooden dominoes from falling.

When the pandemic hit in March 2020, people stopped working out in gyms and searched for alternative ways of exercising in the safety of their home. Peloton seized the opportunity and pushed messaging for their at-home exercise program that can include their equipment, such as the Peloton bike or treadmill. 


Per CNBC, “More people are turning to Peloton due to shelter-in-place orders because of the coronavirus (COVID-19). ... Peloton said its first-quarter sales more than tripled, exceeding the company's expectations, and it raised its revenue outlook for fiscal 2021.” While leadership at Peloton were probably doing jumping jacks at this news, with great power comes even greater responsibility. 


CRISIS

Flash forward to May 5, 2021. A Peloton treadmill was responsible for the death of a child and 70 plus incidents. A recall of the treadmill was then announced. Lots of heat and a huge PR mess landed in their laps. 


The resulting recalls, customer delays and normal set of complaints found their way onto all the social posts regardless of the topic. However this is a normal phenomenon. Customers have realized that the rising tide of a fresh post is likely to get attention so they’ll gladly attach their message to it with hopes that at that moment they’ll get a response from the brand/social media manager. 


For example, on May 18, 2021, @OnePeloton on Instagram, posted this:

comment showing love for onepeloton

This fun user-generated content, (a repurposed tweet by @AMriOHBoy on Twitter), which Peloton re-used (hopefully with permission!) on their Instagram was an effort to show brand love. The 400+ comments under this post was an amalgamation of what Peloton was experiencing at this crucial moment in time. There were comments preaching similar adoration, comments about people not wanting to give up their treadmill, and comments and frustrations around customer service issues as well as the usual spam. 


Going through this post months later, Peloton replied to a few positive comments, replied to most customer support issues (some went unresponded to!), and the spam was left alone.

comment of one peloton for thanks to follower
Screen shot of comments

The reality is it’s difficult to manage huge influxes of comments on Instagram. The interface itself isn’t conducive to effectively manage what to skip, what still needs attention, what’s newest, etc. 


What if…

  • Peloton had a way to prioritize these comments by sentiment?
  • Peloton could call up every comment with a certain keyword (eg., treadmill!)?
  • Peloton could flag negative comments and assign them to customer service?
  • Peloton knew exactly which comments they haven’t yet replied to?
  • Peloton could easily manage and review every comment they replied to (or chose to ignore)?
  • Peloton could easily hide comments deemed overly negative or as spam?


What if Peloton could do all that from one single simple web interface?


What if all your comments became part of an engagement database that was filterable and searchable and generated reports?


What if this interface just showed you the real time stats vs making you go somewhere to find them?


No more What if... this is what it would look like with Stampede Social.


Instagram comment dashboard

Understanding your engagement in an easy-to-understand way is what will move you ahead faster and allow you to easily communicate the impact (good or bad) that you’re seeing to your team. 


Before we end this blog I wanted to mention it’s not all about the negative stuff. It’s just as important to manage and reply to all the happy people as well and find happy trends not just negative ones. We’re firm believers that it’s important to give everyone attention, not just the squeaky wheels. 


If you’re ready to take your Instagram post management to the next level but even more importantly be able to dive into the results easier than ever before, contact us today to learn more Stampede Social’s Stable product for your brand(s).


Stampede Social is the only social engagement tool that gives brands and agencies meaningful, manageable, and insightful experiences on Instagram. To learn more, contact us for a demo at info@stampede.social


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