Social media, a 21st century phenomena, makes it quick and easy for business and social community networks to share information and opinions. Companies should monitor community conversation regularly to identify and respond to the opportunities that the conversations reveal - and the threats that flow from the distribution of inaccurate information, criticisms or negative opinion. [Just because the company isn’t watching Linked-in, Twitter or Facebook doesn’t mean people aren’t talking about their experiences there.] While organisations may be tempted to ignore negative community conversations or to threaten or bully the contributors into ceasing and desisting, most case studies show that this sort of response will severely damage the brand. Like it or not, the community [whether they’re right or wrong] will spread any failure to deal with a matter across the network like wildfire. Experience has proven that the following tactics will serve a business under a community attack best – and will help to turn negative experiences into highly positive brand building ones.
- Respond immediately to the issue. [The member and community will notice your proactive recognition of the issue or your failure to do so - interpreted as guilt or carelessness .]
- Develop a strategy to turn the critic into an advocate as quickly as possible.
- Address the core issue head on. [Don’t skirt it – it will be obvious to the community that you’re avoiding it.]
- Do not attempt to delete the member or their opinion [It will simply reappear more aggressively or mutate to other members or networks.]
- Do not attempt to take the public conversation off-line. [The community will become suspicious of your motivation. Respond in the same forum that the critic used.]
- Acknowledge any errors honestly.
- Communicate the facts positively – provide truthful explanations.
- Use open, transparent and real language. [Avoid conventional PR or marketing hype.]
- Offer constructive solutions and/or invite the community to help find a solution.
- Unless there is truly just cause to do so, do not threaten legal action.
This guideline brought to you by The Virtual Works, specialists in digital community engagement solutions.
| Comments |
|
