The Taylor Swift stampede: What businesses can learn from The Black Dog’s viral moment

Who could have imagined how much the business world would learn from Taylor Swift?

Numerous brands are navigating newfound fame in the wake of what could only be described as a Swiftie stampede after her latest album release. While the Taylor Swift Effect is nothing new, it’s most commonly seen with apparel. However, Swift’s new album name drops several locations around the world, and one London pub is currently having a moment in the spotlight.

After becoming the namesake of one of Swift’s newest songs, The Black Dog Pub in London has seen such a significant influx of Swiftie visitors since the album release that the Vauxhall pub has needed to order additional glassware and hire security.

The Black Dog’s sudden increase in fame should serve as a reminder for businesses that virality is a double-edged sword in the digital age - and they must be prepared to navigate the mercurial waves of consumer sentiment that come with it.

The solution? Proactively managing your reputation, so your brand’s moment in the spotlight can serve as a catalyst for growth.

So, you went viral. Now what?  

Social media being the engine for today’s cultural zeitgeist has changed the way everyone views virality. No longer limited to cat memes, it is often a cultural moment that will define your brand for years to come.

Businesses should consider ‘viral-proofing’ their businesses, but should not approach it as crisis preparedness. Rather, look at it as leveraging online reputation management to extract the maximum benefit from the opportunity.  

A Playbook for Viral Success

While every business has its own unique considerations based on many factors, such as size, industry and audience, there are several steps that any brand can take to create a playbook for navigating the sudden fame that comes with having a viral moment. Use the tips below as a starting point for proactively managing your reputation or to enhance any current plans your marketing team may have in place.

1. Engage in real-time reputation management.The Black Dog swiftly embraced the 'Tortured Poets Department,' updating its social media bios to note that it is ‘home to tortured poets’ and began offering Taylor Swift-themed specials. Regularly updating online information like Google Business Profiles and social media bios can boost consumer confidence in your business when it's in the spotlight.
2. Proactively seek feedback.Some businesses fear feedback, but it is crucial for growth. Start by asking every customer for a review. Listen to your customers and respond to their feedback. This not only provides valuable insights into their experience but also helps you make necessary improvements, ensuring you're prepared for any situation, including potentially becoming the subject of a Taylor Swift song.
3. Embrace a diverse feedback ecosystem.Embrace social media channels as a valuable part of the feedback loop. The Black Dog asked, ‘Swifties please advise on how to cope’ on TikTok, which led to countless comments from around the world. Now, the pub is setting up a global merchandise store and planning Eras Tour London events. Listening to feedback from diverse sources can lead to troves of insights. Doing this now ensures that when you go viral, your response is consumer-centric.
4. Empower your employees to act as stewards of your brand.The Black Dog manager took to social media after the pub’s brush with fame and thanked employees for delivering excellent service to both regulars and Swifties. This demonstrates the importance of investing in your employees - consistent training is one way to show employees that they are valued while also empowering them to take ownership of your brand. Remember, it’s your staff that’s often the first point of contact with the newly-curious crowds.

In today’s world, preparing for a viral moment is simply a good business practice - those prepared to embrace it will be the ones who win. Because as Taylor herself might say, "It's fine to fake it until you make it—until you do." When the eyes of the digital world turn towards you, 'faking it' just won't cut it.