Respond in the medium that the complaint originated
“Does negative social media hurt business?”, “Did social media attack harm BP’s bottom line?” – Is any publicity, good publicity? It depends on how the company responds on whether or not it hurts the business.
And you also have to look short term and long term. In the short term, the answer is for the most part yes. And it will get worse if the company ignores it until it hits the main stream media. What negative publicity is, is an opportunity to engage your customer directly. And in the social media world, a negative comment or post can turn into a full blown crisis if ignored.
When it happens it is quite important to respond in the medium that the complaint originated. For example, Domino’s had a horrible social media PR crisis that went to mainstream media in 2009. A bad video was posted on YouTube. Domino’s was not only slow to respond, but they initially tried to respond through traditional channels, a press release. They finally got it right and uploaded a video response by the CEO. And even better, they named it exactly like the original video with the addition of “Domino’s Responds.” This allowed the response video to be easily found when people continued to search for the original video.
Human beings are inherently forgiving. And we know we all make mistakes. If the company acknowledges the mistake, keeps people informed of their actions as they attempt to correct the mistake (be transparent), and after final solution has been implemented recap the entire event for educational purposes, then they can actually improve their social media image and off-line image.
Short URL & Title:
Respond in the same social media that the complaint originated — http://www.torbenrick.eu/t/r/jgs
If you enjoyed this article, please take 5 seconds to share it on your social network. Thanks!