Online Reputation Management:

What to Do When Trouble Comes

 

An excerpt from the e-book The Rules of PR and Corporate Communications in the Digital Age. Download complete E-book for free

 

WHEN TO RING THE ALARM.

A key part of online reputation wisdom is to know when a poten- ial crisis is brewing. I certainly do not recommend spending precious damage control time on every fly-by, opinionated person who jumps on your brand’s Facebook account or social media outlets.

SO HOW DO YOU KNOW THERE IS A CRISIS?

 

I’ll   share with you three key indicators that you may have an impending crisis.

• Information Asymmetry:
  This is a situation where the company does not know any more than the public about what’s going on. A company should have full and authoritative knowledge of any happening concerning it. If it is the public that is dishing out the details to you, then a disaster may be looming.
• A decisive Change from the Norm:
  Most brands have certain criticisms that are usually associated with them. Once the criticisms leave this realm of relative normalcy, you need to pay attention.
  For example some telcos are routinely criticized for poor network services. Nike (and more recently Apple) are also routinely criticized for labor practices. These can be said to be relatively normal.However, when there is a markedly different line of criticism, a crisis may be on the horizon.

• Has potential Material Impact on the Company:
  When it has the potential of affecting sales directly, affecting stock shares or investor sentiment- you need to pay attention. A video of dirty sanitation conditions of a fast food store is a grave landmine even if only 10 people have “viewed” it “YET”. You cannot remain silent and wait for it to go away.

WHAT TO DO WHEN A CRISIS HAS OCCURRED

Everyone is alert and aware that there is a crisis. What do you do?

Do something. But take note of these codes of code conduct

• TAKE CHARGE:

  Don’t be reactive and let the crisis rule you. Once it happens be proactive and act responsibly.

• RESPOND FAST:

  The real-time nature of social media means that customers now expect you to respond in Real-Time.

  Does the crisis involve product/service quality and safety or the security and privacy of customer or employee information?Then fast communication is especially critical.

  After the “Dirty Domino’s Video” went viral, it took the CEO 48 hours to apologize. Analysts have agreed that it was too late. Tempting as it may to sit back and pray for the storm to weather, you need to do something.

• DON’T BE UNNECESSARILY DEFENSIVE:

Don’t be unnecessarily combative and defensive. You will only fuel the fire. Even in “your own territory “, allow people to say what they want- except of course it violates the rules of the platform being used.

Upon firing Chelsea Welch, AppleBees made a facebook announcement of their decision. The facebook announcement was met with backlash and negative comments from their followers. Numerous “Boycott Applebee’s” groups sprung up on Facebook, along with “Rehire Chelsea Welch” and other similar groups.

AppleBees became defensive and argued. After a while, they panicked and started deleting comments. This act blew up in their faces as the crisis and its reach got bigger.

When using Social Media, assume all you do is public. Also note that nothing ever really goes away on Social Media. Tempting as it may to delete or sensor criticism, don’t yield. You’ll be found out anyways.

Just see, a blogger chronicled the whole thing. As at the time I wrote this e-book, over One million people had viewed that blog post.

It is no longer push out and down, but a two-way street between the brand and public.
Get used to it.

• BE HUMAN:

  Be real. Don’t use unnecessarily technical, high-level gibberish or terminology. Being human also entails you coming up with ways of passing your message across that will connect with people.Humans are visuals- go multimedia, use videos.Humans are emotional- What can you do that will jab people’s emotions and make them feel important? Where necessary, do it.

• BE CONCISE:

  When everyone is riled up, no one wants to listen to a long, boring tale of your company’s history.

• BE OPEN, HONEST AND TAKE RESPONSIBILITY:

  You’d be surprised the level at which people can forgive if you own up to your mistakes. You can’t hide behind privacy statements, legal jargon or appeals to company policy to pacify an Internet mob.

  A photographer realized that DKNY were using his photos in a window display without his permission.DKNY responded quickly by way of an apology.They explained that the Bangkok store involved had accidentally used the ‘mock-up’ photos and promised to donate $25,000 to the YMCA. The photographer accepted it was an honest mistake and thanked them for the donation.

  DKNY’s quick and strong response successfully defused the situation before a social media crisis erupted.

  If your business can be transparent and lose any unnecessarily closed, defensive attitude from the very beginning, you’ll be in a much stronger place.

 

An excerpt from the e-book The Rules of PR and Corporate Communications in the Digital Age. Download complete E-book for free