When social media bites back
When the rumors are spreading, act quickly to put those flames out
By Lindsay Thomas
Business Development Director, D Custom
Not long ago, when a crisis hit, you could probably quash the problem with a news conference. But the rapid speed that rumors used to spread in days and weeks is nothing compared to the instant impact of the Internet and social media sites such as Facebook. (Hint: You’ve got minutes.)
So what should you do when a blogger says your product didn’t deliver, that Web site has video to back it up (or so it may seem by the way they shot it) and suddenly your entire customer base is up in arms or shrugging their shoulders in confusion?
When your brand is getting slammed online, create opportunity out of adversity with custom, branded content. Here are a few ways that custom content saves the day.
1. The customer’s email address isn’t just a pipeline for products and services—it’s a tool to turn around negative campaigns. Whether addressing a rumor or simply promoting the positive, one targeted newsletter in your customer’s inbox can win back a lot of love.
2. But the answer doesn’t always have to take the form of text. The CEO of Spring has become the face of their organization, so why can’t yours, too? A custom-produced video is a great way for your company to present a strong message and ensure that it comes out the way you want rather than hoping a TV interview does your company justice.
3. A blog allows customers to share comments and gives your leadership an outlet to respond to allegations swiftly. But you don’t just want unhappy customers to check out your site. To create an effective base of users, saturate this platform with plenty of interesting, relevant content when times are good. In many ways, blogging is like life insurance—there’s a reason you pay the premium. For the comments section during a crisis, don’t defend yourself against every customer entry, but do chime in several times to show you’re part of an honest discussion, instead of trying to take it over or manipulate it. Half of life is showing up—and that includes when being met with controversy.
Of course, it isn’t simply defending yourself where custom content can help, but when it’s time to admit mistakes.
Sometimes a product really didn’t work as well as intended. Actually, your customers may respect you more for not insulting their intelligence. Here’s where a custom publication mailed or available via a Web site can make the difference in establishing trust. Outline what the mistakes were, how they happened, why they won’t happen again and, more than anything, how much that customer means to you. An oversight doesn’t mean it’s over—but ignoring the issue could.