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In a lot of ways, brands are just like us—especially when it comes to screwing up. But while we might be able to delete our tone-deaf tweets or cringeworthy emails without much backlash, the stakes are infinitely higher for brands trying to do damage control online.
The crisis-monitoring tech company Crisp put out a report on, appropriately, Oct. 31 detailing how consumers in the U.S. and U.K. expect brands to react online when something goes wrong.
The
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