2010 is going to be a big year. It’s the start of a new decade, and the larger-than-life wave of social media is taking the forefront. Companies are slowly but surely learning that social media strategies are imperative for survival in the coming year. As I mentioned in my previous observations, social media and emerging media manager roles are being created and integrated into organizational structures worldwide. Take, for example, The Associated Press, which is restructuring the way its reporters gather and report the news. This week, AP introduced a social networks and news engagement manager to its first Social Network Center at its New York hub.
With social media giving a strong voice to the customer, companies are experiencing the pressure of whether their products or services can hold up to their brand pillars. One misstep and a company can face serious damage, now that everyone has a way to upload and distribute it around the world. You may remember one such mishap – the “United Breaks Guitars” video that went viral after Canadian country singer Dave Carroll’s guitar was destroyed on a United Airlines flight more than a year ago. Last summer, he used YouTube to broadcast a music video about the disaster.
“T-Mobile’s service for their Sidekicks went down worldwide a week ago and many many many users STILL have not been able to access their contacts. Since then, T-Mobile’s customer service and communication with their customers has SUCKED. It’s pathetic, disgusting and insulting! To add insult to injury, the ONLY thing T-Mobile is offering their customers, whom they obviously don’t value or respect, is one month of free data service.”
Crisis Communication Rules for Social Media – Open to Interpretation
If you looked at 20 resources offering guidance for dealing with negative feedback on business-focused social media sites, you will find very similar rules:
In theory, this advice makes perfect sense. In reality, it doesn’t always work. Take one of our experiences for example.
Round 1: A young, vocal detractor posted a negative review on a client’s Facebook page. I would categorize it as a somewhat merited attack expressed in a very vengeful manner. When the post was discovered, we proceeded with the customary strategy:
Textbook fix, right?
Result: Apparently, this particular book was a “choose your own adventure” volume—and the detractor chose an alternate ending. Within minutes of our client’s posted response, the detractor began a full-scale attack campaign, recruiting friends and family to join forces in harassing the company through Facebook. One negative comment turned into eight, which then turned into a photo album, leading to the grand finale—an “I Hate” Facebook page. Why did this happen, when we’d done everything “right”?
Round 2: We responded, again inviting the detractor to an in-person meeting to discuss concerns. Each direct response actually seemed to motivate the detractor to step up his smear campaign, leading to an increase in negative postings. We obviously needed a new strategy:
Result: Brand ambassadors began speaking up, complimenting the company and posting positive reviews. The attack campaign fizzled. Since we became more proactive with our posts regarding the perceived problem, it has left little room for negative feedback. We continue to monitor the “I Hate” page, and activity there has significantly decreased.
In Conclusion: I have every confidence that the detractor will come back, but we are prepared. The standard steps for handling negative feedback on social media sites are a good starting point, but that is all they are … a starting point. The response an unhappy consumer may take to those steps is unpredictable. If things take a sharp turn toward the unexpected, you may have to take the time to re-evaluate your steps and pursue an unexplored path—one that is customized to your unique crisis. As we all know, the exceptions make the rules.
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