Many things get blown up online. And when a prominent DJ, with many followers and fans tells the world on Social Media that you’re “lame”, using the Denial tactic and Minimisation technique will only cause more damage to your brand reputation.

http://www.straitstimes.com/lifestyle/entertainment/najibs-son-at-zouk-did-new-owner-genting-step-in

As according to the link above, a popular DJ was playing at Zouk. His stated end time was 3.30am, but he was initially invited to play till the end, which he agreed to. However, this initial agreement was dissolved when the Malaysian Prime Minister’s son wanted to spin. And there the situation worsens, as the DJ’s video of him criticizing Zouk’s actions were uploaded on Facebook and shared, leading to widespread dissent on an initially well regarded brand such as Zouk.

And Zouk responded, albeit in a way that only created more dissent as they were minimizing the determinants for their actions.

Lesson learnt: Apologise, and be sincere about it? People might be initially angry, but at least not as bad as now?