What to do when your small business goes viral for the wrong reasons

a small business that creates luxury at-home experiences inspired by bathhouses around the world. Since starting her business in 2021, Ms. Yin has built up a big online presence: Inoki has over 100,000 followers on Instagram and over 170,000 on TikTok.

Another Inoki video went viral when Ms. Yin misspoke and called her products “chemical-free.” She meant to say there were no synthetic chemicals, but she still received an onslaught of online feedback saying she was fear-mongering. Kristi Piehl, the CEO of public relations agency Media Minefield, says that “100 per cent of the crises dealing with today have a social media or online component.” That wasn’t the case even five years ago, she adds.

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