The wonderful world of social networks as a place where selling your products can become a nightmare overnight. A single negative comment on your facebook page or twitter profile can turn into a whole reputation crisis. But, don’t you know what a social media crisis is and, avobe all, how to solve it? We will tell you about it in this post.
A social media reputation crisis refers to the negative image a brand or company suffers on social media as consequence of a negative comment, an error of the community manager, confusing information… Sometimes it can be temporary, but others it can generate a distorted image of your brand. If you are in a similar situation, don’t worry! We will tell you how to solve it.
Set up a crisis protocol
One of the keys when you are in a situation like that is to know how to act and where to start.
For that, the most important thing is to include an action protocol in your marketing plan. Our tip to create it is to identify first which kind of problem is, how it can affect you and how to act. To create a crisis protocol you should ask yourself the following questions:
- Is the comment positive or negative?
- Is the review justified?
- How it can affect the image of my brand?
- Do we want to respond?
- How many followers does the user who launches the criticism have?
- Does that user do the same in multiple profiles?
Depending on the answers to these questions your action will be different: answering saying thank you, apologising, answering publicly or privately… You can ask yourself as many questions as you consider, to elaborate a concept map with your perfectly planned protocol. This way, if you find yourself in a situation like that, you will know how to act.
A customer complains on networks about the product he bought because it didn’t arrive on time or it was defective, or about the price he paid that wasn’t the same as on the website… These are just some of the possible hypothetical cases. The most important thing is to contrast that information. Research, ask, gather your team to find out if the customer is right. If so, assess the situation, respond, plan actions to solve the problem. If the customer is wrong, never fight against him on social networks, be polite, thanks for his input and avoid problems.
Answer as soon as possible
It is logical that you are not glued to your company’s networks 24 hours a day or you do not pay someone to do it.
However, it is important to answer as quick as possible, which means, if you see the comment during the weekend or on holidays, take 20 minutes to work, think and act. A timely response can save you from further complications.
Do not delete comments
Running away is cowardly and, in this case, cowardly would mean deleting comments. Face the problem, give answers to solve it, but do it publicly, let your followers see how you solved the problem. It is worse hiding from them, than admiting that you are not perfect and, above all, that you are going to deal with it to solve it quickly. We would recommend you to delete the comments in case they are constant meaningless criticisms, from a spam profile that is dedicated to do the same on multiple accounts.
We always say that measuring is important, and everything you do in social networks has to be traked. Even more when it is about a possible crisis of reputation. Monitor what is said about you as a result of this negative comment, if more criticisms arise. Find out how your measures you implement to mitigate the negative impact of the comment work…
It is true that when somebody says something negative about your company on social networks, the first reaction is anger, however, turn the tables, if people talk about you it is because they have bought you a product and they have searched for you on social media. Listen to what they say about you, rectify, apologise if you were mistaken about something. And above all, take note of what your users say in order to improve your service.