“Help!”, read the e-mail.
“We have attracted some criticism on our Facebook page after one of our marketing managers added a comment as a joke.”
“Can you please help us draft some ideas on how to respond?”
Whoops! This was a real scenario which was presented to 79PR recently after an overeager account manager working for a fairly large brand posted a message on Facebook which was meant to be in a light-hearted tone.
However, it wasn’t how one of their Facebook followers took it and started posted negative comments on their wall.
Double whoops! Just the same way in how you can grow your fanbase via social media in an exponential way, the same can be said of criticism. It can snowball out of control unless you
While Twitter and Facebook are great at attracting potential customers rapidly (potential being the operative word), you can lose them just as rapidly via a silly or careless remark.
Just weeks earlier one of the bosses of a PR firm got annoyed with negative remarks being dished out by journalists (isn’t that their job?) about their client’s video game and tweeted a rather angry response. Something along the lines that he would be reviewing who would be getting the next game release.
Triple whoops! Journalist swooped on him and criticism of the game transferred to criticism of his remark. The result? The video game manufacturer sacking the PR firm, issuing an apology to journalists. The PR boss not only had to apologise to journalists, his staff and his firm but he also had to make quite clear that the tweet was his own work and not the viewpoint of his firm. The fallout and damage to the reputation of the firm could linger for a long-time.
Therefore if you have staff within your firm who have access to tweet or add comments to wall please approach with caution before they commit the proverbial #fail which could see you firefighting a crisis.
According to a new study by Burson Marsteller – a huge 49 percent of business decision-makers across the globe believe digital communications has made their company more vulnerable to a crisis. A whopping 79 per cent actually expect a crisis within a year. Amazingly, despite these fears only half of those surveyed actually had a crisis communication plan in place for their social media marketing.
All this begs the question? WHY NOTTTTTTTTT??
So if you are a business with an online presence, whether you are doing it yourself or outsourcing to an agency, make sure you follow the below steps.
And if you’re wondering how we dealt with the negative comment for one of our clients. Simple – we responded with a fun, light hearted response which addressed his concerns directly. They then responded with a positive comment.
Those who want any further advice can contact us on 0116 212 6809 or firstname.lastname@example.org.