Making a YouTube apology? Watch your step

08/13/2013 | Washington Post (tiered subscription model), The

When companies get things wrong, some CEOs take to YouTube to offer a personal and heartfelt apology to their customers. Only one problem: Research suggests that tone-deaf YouTube apologies -- such as Netflix CEO Reed Hastings' much-criticized 2011 version -- can backfire, particularly if CEOs make inappropriate facial expressions. "A brief leakage of disgust, or a misplaced smile, can damage fragile relationships and send stock prices plummeting," the researchers from the University of California and the London Business School write.

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