Kenneth Cole is a globally recognized brand. In Latin America there are approximately 39 stores located in: Costa Rica, Salvador, Guatemala, Panama, Dominican Republic, Chile, Colombia, Ecuador, Peru, Venezuela, Mexico, Aruba and Honduras. The brand is aimed at a (a) young professional between the ages of 25-35, which is updated (a) with the latest fashion is socially active (a) and likes to look stylish while being comfortable (a ). Their products are distinguished by their quality, variety and elegance . . The brand has clothing, accessories, shoes, bags and more for both women and men. kenneth cole uhren manner Cole Each piece has a special touch that makes it stand out from the others. The new collection, called Modern Explorer, I moved to the continents of Asia and Africa, is to explore escapes passengers, odysseys and retreats to paradise. It is based in neutral colors, mostly quiet and monochrome . . Accessories such as hats, scarves, watches and glasses that bring elegance and style to this season's key pieces, as are the shorts, vests and cargo pants . . The patterns and fabrics dominate their light and fresh fashion offer. They have different styles of knits, sweaters and pants that are offered in a variety of shapes and lengths . . Knowing what kind of crisis you can find will help you to anticipate and solve them better. Learn from the mistakes of others to avoid conflicts with fans of your brand, Arm yourself with patience and do not neglect communication with all stakeholders in the management of social networks. In previous chapters I mentioned the importance of being a good criterion to communicate with the followers of our brand and take into account the social context and mood in which to make an announcement or speak with them. A well-known that comes to mind to mention what NOT to do is the clothing store Kenneth Cole, who wanted to use the hashtag # cairo, when he was trending topic, to announce the news of his season while the protests in Egypt passed the biggest political crisis of history in that country. The reasons are several: they provided poor service, what they bought does not work, the product was bad or someone in charge of his attention was debarking. No matter what has been the trigger of a complaint or grievance, the brand users have a voice on the Internet and use more creative strategies to make themselves heard, so it is essential that the CM immediately detect and react according to the plan or manual procedure that the agency, company and community are provided for these cases. Dave Carroll, an artist who traveled to United Airlines made a video to complain about the treatment they gave their luggage during the flight. The virality of your complaint reached more than 10 million visits. Write "Terms and conditions of participation" confused, do not test applications before launching the campaign or neglect the ethics of the people involved in the organization of the promotion can be one of the reasons you loose a conflict between the brand and customers during a competition in social networks. Some cases:. The most controversial in Spain was the contest of "Robertus Fanta" in 2010. Irregularities in their terms and conditions, poor management and allocation of the awards led to organize participants to report that there were "Tongo" (trap) in the campaign. Users dissatisfied with the response of Coca Cola Spain to their claims, created a fanpage called "Fantongo" and today is used to report various competitions in the country. Here we are located in a thin line between the objectivity of the participants and the mistakes that were made to resolve the crisis. If you want more information about the case, I invite you to read the hundreds of entries to find about it. Motorola Mexico made a trivia via Twitter with a simple slogan: "who responds first with the correct information in the timeline of Motorola, wins. " At this @ EleasarSeres, a follower of the brand, tweets prepares alternatives to possible questions that could be done to reach the answer list. Motorola sent the question and the user answers correctly instantly. The immediacy of response draws the attention of other participants and @ eleazarseres tells how he did, then those managing the Twitter account of Motorola decided not to grant the award claiming that he guessed the answer. Fans of the brand to support the user start using the hashtag # and # MotoFailX merobancomoaEleazarSeres. Finally, after several twists and turns, Motorola decided to correct the situation and provide Prize also Eleazar. Remember, even simple present contest, accompany Terms and Conditions of a clear, explicit and without anything to chance or confounding. Lambrechts Deborah is the author of this guide is published every Tuesday. Do you publish before? Your social actions accelerate the next chapter. Web Masters reserves the right to moderation of comments. Avoid using profanity, direct attacks, disqualified, insults, otherwise your comment to be removed. Work with online communities professionally for 5 years and is the Community Manager of Web Masters, if you ever communicate through social networks with us, surely she has answered you:). . . .