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Kookai Fears Facebook

When it comes to social media, it seems like some brands take to it like ducks to water (Starbucks, Dell, Ford), and others, despite their best efforts, just can’t relinquish enough control to make it work for them. French fashion label Kookai unfortunately falls into the latter group. Last week, the following post appeared on the brand’s French-language Facebook page:

It's clear that Kookai just can't get their head around social media

For those of you who are not dedicated francophiles, roughly translated, it reads:

“Dear Customers,
This Facebook page is designed to inform fans of the brand of special offers, new collections, games, contests, sharing our favourite pieces …. We’d like to thank everyone in advance for respecting this page and its primary purpose. For all other enquiries or comments, please send a letter to the KOOKAÏ head office.”

Not only does this expose Kookai as social media Luddites, but it says a lot about how the company feel towards their customers. When you create a Facebook page – or arguably any kind of branded social media presence, you invite discussion and contributions from your fans. The brand should only ever be the facilitator, not a tyrannous ruler of its digital kingdom. One way or another, Kookai has to learn that social media is a two-way conversation, and by trying to redirect customer questions and queries to the brand’s head office they are effectively trying to shut off customer conversation, which could (in extreme circumstances) result in a backlash not dissimilar to Nestle’s thorny Facebook experience last year. It does make the user wonder, what is Kookai so scared about?


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