Building strong online brand awareness is of paramount importance. It ensures that future consumers can find you more easily and allows you to interact with the outside world. However, there is also a downside to using the convenient internet. The ease with which people can chat with each other online sometimes has a negative effect. Even a single negative post on Twitter, Facebook, or LinkedIn can severely damage your image. And once that negative publication occurs, how do you handle it? What should you do and what shouldn’t you do? To manage this effectively, here are some tips to control that negative process.
Response or no response?
Not responding is ill-advised. Consumers usually interpret this as a tacit admission. People are quick to say: “Where there’s smoke, there’s fire.” Therefore, an appropriate response is in order. Ensure you provide a substantiated answer. However, if the criticism expressed does not come across as credible in principle, it is better not to respond. A response would then indicate that the criticism is, in a sense, valid.
Response
When responding, do not be tempted to use emotional or defensive language. Always respond personally using your own name. People do not like to deal with an anonymous company. Ensure you remain professional and allow room for a response to your defense. Of course, there are also highly inappropriate responses. You can respond to these by stating that this is highly inappropriate and therefore not open to a constructive discussion.
Opportunity to respond
When you receive criticism, you want to be able to respond. Generally, legitimate websites and forums offer this opportunity. If that is not the case, try another medium, but remain professional. Always address what the critic has written.
Facts and figures
Respond convincingly by relying on objective facts and/or statistics. You can also appeal to satisfied consumers or to positive company reviews in trade journals. If prominent individuals are willing to be quoted or wish to make comments, do not let that opportunity pass you by. The essence of image is what others say about you in public.
To apologize
Check if the complaint is justified. If so, and you have made a mistake, offer your apology as soon as possible. This must be sincere; otherwise, the apology will not be convincing. Do not use phrases like: ‘I’m sorry.’ Accept that you are taking responsibility and take action to make amends. Communicate openly and publicly, and contact the critic personally; this is greatly appreciated.
Blog
Once the negative publications have subsided, ensure that the blog once again sets a positive tone. Offer a proven professional the opportunity to publish a text on your blog. Try to get yourself quoted in trade journals.
Monitors
It is of primary importance that you maintain as much control as possible over your online presence. Regularly check whether you are mentioned or quoted positively or negatively on a blog, forum, or review site. This allows you to respond quickly. You can use free tools such as Google Alerts and Hootsuite for this purpose. There are also more comprehensive and paid tools available, such as Apostle, Buzzcapture, Coosto, Obi4Wan, and Radian6.
Chance
Negative publicity is still publicity. That is true, but there are two sides to every coin. First, secure the responses as described above, and then look within your own organization to see what can be improved. Through self-reflection, you can scale up your business. And don’t forget to thank the critic for their feedback.
