Is BP’s apology video too late?

Here is BP apology ad. Watch it first.

It’s been over 6 weeks since the accident. Over six weeks of an enormous amount of oil leaking into the Gulf. Is this ad too late? Why didn’t they do it sooner?

BP is a like alot of older companies. They aren’t use to people being so vocal. With social media and everyone being connected on the Internet the days of business as usual is way way over.

BP said the right things I believe in the video. “We will make this right” and “We apologize”. They are letting everyone know that they screwed up royally and they are committed to making it right. Yes, they have a ton of work ahead of them.

Their massive delay in communicating effectively with the public may be the end of them in the USA in the long-term. You don’t have weeks and weeks to respond effectively. You have five minutes, maybe a day.

Their respond would have been way more effective if they did the 3 A’s of social media brand reputation management.

1. Acknowledge there a problem immediately
2. Apologize very quickly – BP took way way too long to do this
3. Act fast – again BP has been incredible slow

Don’t act like BP, or it could be the end of your business, career or life. Follow the 3 A’s and be real, be honest.