Danish home electronics chain launches Twelpforce-like initiative

Danish home appliance superstore Elgiganten will use employees in combatting negative comments online. The company is currently training 20 employees to actively engage in discussions online related to the store chain or its products, according to the Børsen business paper.

The project aims to reduce the impact of negative comments and reduce bad publicity for the company.

“If someone writes a post and others start commenting on it, that could cause a lot of damage for a brand,” multichannel manager Jimmi Fredriksen at Elgiganten said.

Several Nordic companies are doing a great job monitoring and responding to online discussions. But as far as I know, this is the first Scandinavian example of a brand empowering employees to champion its reputation online.

Thanks to Øyvind and Ine for sharing the link via Facebook!