Handling Digital Age Criticism

The Fisker fiasco: a lesson in handling digital age criticism

One of the most famous OG tech reviewers, Marques Brownlee aka MK HBD, just published a video where he calls the electric vehicle maker , "the worst car he’s ever reviewed".In the video, he brought up a tons of problems he had while driving it: software bugs, windows not rolling down, broken key, bluetooth not working.The situation escalated 's response to the criticism seemed to exacerbate the problem.

First, attempted to delay the review, arguing that the vehicle in question was missing a crucial software update. They proposed providing with a different car with an engineer coming to manually deploy the update. However, opted to proceed with his review of the car as is. The video blew up, racking up over 4 millions view ans is actually reached thicker senior management.

The stock is down around 45% since the video was posted.

Wait - the worst is coming. Following the review and all the subsequent internet backlash, an engineer from reached out to the car dealership from which borrowed the car. The owner of the shop, Georges, recorded the call in which the engineer was disrespectful and called Marquez a "kid” and a “mouthpiece”. This conversation blew out was shared all over the internet.

Lessons learnt:

✔️ Professional communication: Don't let an engineer handle social media problems.

✔️Professional transparency: Address issues openly and honestly to build trust and credibility.

✔️Recognize the power of influencers and social media and engage with them constructively.