We’re not saying Walmart wins because its versions of the facts is correct. Opponents can analyze the same set of facts and draw very differently conclusions. We’re also not saying Walmart will win its current public relations war over employee pay. But in its one-on-one battle with actor Ashton Kutcher on Twitter, Walmart wins. Here’s why:
- Walmart recognized the need to respond to Kutcher, who has a gazillion Twitter followers.
- The company stayed polite when so many people can’t debate issues without going bonkers.
- Walmart tried to support its argument by sharing video and its version of the facts.
On one hand, we know people who won’t dare walk into a Walmart store because of their perspective of how the company handles business. On The Flip Side, we know people who appreciate how much darn money they can save there. Walmart will not likely win over its haters and people who identify themselves as former workers and turn to Twitter to share their experiences. But Kutcher will not likely persuade Walmart fans, advocates and happy shoppers to rethink their choices. If politicians target independents during close elections, Walmart’s best hope is that moderates might be listening. And because Walmart spoke up for itself without getting wild-eyed (unlike many other companies who consider this type of social media exchange a labyrinth of lava), the company’s back-and-forth with Kutcher likely gives moderates pause to further consider both sides. In this long, drawn out war, that’s a win for Walmart.