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Home / Business / Amazon new PR strategy: Hire a Twitter army to claim it's not really a bad boss

Amazon new PR strategy: Hire a Twitter army to claim it's not really a bad boss



Clone Warrior

Someone on Twitter noticed the program for the first time.

TechCrunch went ahead and found a dozen of the accounts that supposedly belonged to "real" Amazon workers, all with the same template and the Amazon smiley

My Immediate Impression – and I later saw that some were the same Metaphors used – was that the Stepford Wives took jobs at Amazon and continued to work in lockstep. But understanding how poorly designed this program takes context, so it's time to travel back in time.

Ugly Stories

  • Afraid to be disciplined because they do not work hard enough.
  • (1
    9659007) Some felt so pressurized that they pissed in bottles so as not to waste time getting into the bathroom.

A temporary worker said her vision blurred, she had problems standing and could not concentrate a shift when heat in some parts of the camp exceeded 110 degrees. She went to a nurse station in the warehouse because she felt dizzy.

Within minutes of her arrival at the nurses' station, she asked an ISS manager to sign a paper that her symptoms had nothing to do with work. 19659010] The employee takes medication for hypertension and signs the papers, she said, allowing her to return to work after cooling off.

I spent five weeks in the company's newest warehouse in Tilbury, Essex, armed with a secret camera

I found the staff asleep on their feet, exhausted from up to 55 hours a week.

Those who could not keep up with the punitive targets were facing the sack – and some under stress had to be treated by ambulance crews.

Employees say things like spending time, talking to colleagues, getting a drink, or even taking too long to find a package are overcharged as "recreational activity" resulting in penalties for an employee. Take enough and you're fired.

And, among other things, more stories that have no time for the bathroom.

Bring the Cheerful Faces

PR people are often called upon to turn stories to prevent customers or employers looking bad. It does not matter to say the equivalent of "false news" over a long series of stories over the years.

But Amazon is trying to manage his reputation now. And it employs people the company claims are ordinary employees who are not so good at criticizing. (Incidentally, for technical reasons, all emojis are removed from the tweets, the messages were otherwise unchanged.)

It certainly sounds like FC Ambassadors are full time jobs and people are no longer in a warehouse. (I have questions on Amazon and will post the answers if I get them.)

What makes this bad approach is that the whole thing sounds wrong, even if it is not. You have people whose new job is to say nice things about the company. By focusing only on their past experiences, Amazon effectively tries to pretend that others are not exposed to much more unpleasant or even dangerous things.

Part of the campaign is taking the chance to visit an Amazon Fulfillment Center. Preferably one with A / C.

Here come the scoffers

It is bad enough to try and pretend that every criticism is 180 degrees away from reality. This requires a suspension of disbelief and the assumption that any current or former employee talking about bad conditions is lying. Maybe the world is always ready for another conspiracy theory.

In addition to the incapable structure, the approach also asks people to make fun of it, including some pretending to be with the program. Here are some examples:

Entrepreneurship

Amazon does many things well. Crisis PR is not one of them. If there are unfavorable stories about your operation, do the following:

  1. Examine them and your operation for any truth. If there are any, consider how to solve the problem.
  2. Work with a crisis communications expert and listen to the council. They do not know better.
  3. Implement the recommended communication plan, including dealing with real issues and proving that charges are completely wrong.
  4. Use transparency to work with the media. If they can see that everything is alright, additional stories will be vented and perhaps some well-deserved media will emerge.
  5. Do not try to pretend that everything is alright. You will only have people who mercilessly taunt you in social media.


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