Sondos AlQattan and how brands need to learn lessons from this self-made influencer crisis (part 2)

Sadly, the controversy around the Kuwaiti social media influencer Sondos AlQattan continues. As with her initial post, which she recorded two weeks back, her additional comments over the past week initially defending her views on Kuwait’s new laws protecting domestic workers from the Philippines have not helped in calming the situation. In her latest video, recorded and shared yesterday, she accuses Western media of anti-Muslim and anti-Arab/Gulf bias, adding that she’ll lead boycotts of brands she has worked with who have terminated their relationship over this incident.

I’ve been asked a number of times for my views on what is happening. I talked with the good people from the Gulf News business desk this week on the issue of when influencers go rogue (go on, have a listen). I’m including here a summary below, as well as additional inputs from what has happened this week.

  1. Influencers will cause more crises – Consumer brands are working with an increasing number of influencers. These people aren’t celebrities, who are often media-trained. All of us have the ability to go online in a matter of seconds. Add that to a significant following and brand endorsements, and you can except more situations will happen which will burn brands.
  2. Brands need to act quickly – The lack of response from some of the brands who have a relationship with Sondos AlQattan was striking. Despite both social media mentions and media inquiries, some brands just didn’t respond. I’d understand if the delay were a day or two, as this is the Middle East and regional offices often feel the need to go back to corporate HQ for advice and guidance. However, two weeks is inexcusable. It harms the brand, and in the eyes of consumers it makes companies look negligent at best, complicit at worst. There’s two words all communicators need to know – brand safety.
  3. Consumers want brand clarity – Some of the initial brand responses were wishy-washy. To quote one brand, a spokesperson said, “[the brand] does not support or align with the recent statements made by Sondos AlQattan.” What does this even mean? Will you stop working with the person, or not? That’s the question. I’ll repeat a simple mantra here – communications is 90% what you do, and 10% what you say. This was a fail, and it was reflected in the headline above. Is that really how the brand’s communications team wanted their stance to be perceived? I’m assuming not.
  4. Consumers care about brands working with Sondos AlQattan today – I was also asked about a brand that I work with, which had once worked with Sondos AlQattan. I can’t think of a beauty brand which hasn’t worked with her, given her 2.3 million followers and her focus on makeup. However, consumers online only care about those brands who are associated with Sondos AlQattan today.
  5. Brands can come out of this positively – I initially felt for those brands who were associated with Sondos AlQattan at this time. Even though I’ve talked about background checks, there was no way that any of them could have foreseen this crisis. However, what is memorable is that the brands who came out first with a clear position have been viewed positively by those who have been angered by the statements made by Sondos AlQattan. Consumers have felt as if these brands have listened to their concerns and acted upon them.
  6. Always remember your employees – One aspect of this which has been rarely mentioned is the internal communications aspect. May companies operating in the Gulf are diverse in their employee hiring, and I doubt any of the brands who are working with her don’t have Filipino nationals on their books. How do these employees feel about the stance their companies are taking? There’ll be a good deal of both anger and sadness among the employees of brands and distributors who are caught up in this sorry situation. I only hope that the internal communications is clearer than the external piece (the narrative should be the same here in any case, given that many employees will be following this story externally).

That’s it from me for now. I hope I’ll be able to resume blogging on another subject during the weekend. For now, good night!

 

Sondos Al-Qattan: Lessons from a social media star and a self-made crisis

Will brands continue to work with Sondos Alqattan after this outburst?

It’s news that has gone global, from CNN and Buzzfeed in the US all the way to Manila. No, it’s not movement on the Middle East peace process, or an update on the fight against extremism. Instead, the headlines are being made by a social media star and her views on a specific nationality. I’ve lost count of the number of articles and videos I’ve seen that have featured Sondos Al-Qattan, a Kuwaiti national and make-up tutorial social media star who has 2.3 million followers on Instagram. Sondos is one of the original social media stars; she’s worked numerous beauty brands, and she’s made significant money doing so.

Given this, you’d think she’d have some savvy when it comes to what she says online. This doesn’t seem to be the case. On the 14th of this month Sondos spoke against the new laws put in place by the Kuwaiti government governing the treatment of Filipino workers in the country. To put it mildly, Sondos wasn’t pleased. A video of her was shared where she criticized the new laws. To paraphrase:

“For people who want to get a Filipino domestic worker, what are these ridiculous work contracts you’ve got to sign? The woman I met with was reading out the rules to me and I was shocked. Put aside that they need to be given a break every five hours, that’s normal. But, how can you have a ‘servant’ in your house who gets to keep their passport with them? Where are we living? If they ran away back to their country, who’ll refund me? Even worse, is that they get a day off every single week! What’s left? Honestly, with this new contract, I just wouldn’t get a Filipino maid. She’d only work six days a week and get four days off a month.”

The condemnation was swift, both in the media and on social platforms despite the original clip being deleted. The video below is just one example of many of how she’s been criticized.

What’s telling about the case isn’t just how to get yourself in trouble online. The Sondos incident is a wealth of lessons, for both communicators and social media influencers.

  1. There is no Local – Sondos may have thought that she was addressing a local, Kuwaiti audience (she was speaking in Arabic on a local Instagram account). However, there is no local online. Her comments were widely shared, and translated. Once they were translated, her views went global.
  2. Audience is Authority – If this was a Gulf national with a couple of hundred followers, it’d have been dismissed. With a following of over two million, this would have never been the case with Sondos. Social media influencers (and brands) must understand that people are hanging on your every word, both good and bad.
  3. Brands will make a Choice – With her words, Sondos offended a whole nationality, a population of over 100 million who spent over 1.28 billion dollars on imported makeup in 2015. Brands who work with Sondos, the likes of Phyto, Max Factor and others) will quickly decide if they want to put their sales in danger (they should have already put out statements by now, especially given the number of calls for boycotts on her YouTube pages). Brands who are looking to work with social media influencers are increasingly understanding the need to do safety checks; if an influencer has said something negative, brands will simply not work with them.
  4. Stop Digging – Sondos has done pretty much everything she can to nullify criticism. She’s turned off comments on her Instagram page, her Twitter account is private, and she’s not responded to any media queries. A new video has been posted tonight by Kuwaiti newspaper Al-Qabas in Arabic, where she basically repeats her initial messages and adds that she sees the media coverage as a good thing as it’ll make the Kuwaiti government take action on behalf of those who hire Filipino maids. Some people just don’t learn.

This issue may go away in a couple of days – people have short attention spans. But in a world where there’s no concept of local, Sondos would have been best advised to listen to the criticism and apologize in English for her views. As it is, I don’t see how she can continue to work with global brands when she herself has become a toxic brand.