Non-edited and unmonitored comments, perceptions, allegations, contentions and attitudes on social media channels, are daily damaging brand names.
The democratisation of technology empowers consumers, exposes businesses and provides platforms for the aggrieved with little or no editorial overviews, fact-checking, moderating or critical analysis.
The most vulnerable to these potentially toxic missives are small to medium sized enterprises which typically lack the capacity and capital to effectively address, redress, neutralise, refine, remove and moderate these contentions, perceptions, beliefs and emotive statements. Disturbingly, the consequences can be profound, immediate, widespread, ongoing and expensive.
Cancelling, neutralising and remediating such can be, and typically is complex, resource-intense and time-consuming.
Therefore, monitoring social media channels and all other platforms is imperative and non-negotiable. They are an integrated, disciplined presence which needs to be respected and protected. Delegating the task to junior team-members is fraught.
PLAN IT OUT
Respecting, and protecting brands from online comments has strategic implications and consequences. It warrants the formulation, documentation and implementation of a social media management which is part of and contributed to the broader company strategic plan.
In isolation, care must be given to considering, determining and carrying out the essential fundamentals relating to online presence, including purpose, driving force, goals, objectives, shorter-term targets and specific tactics.
The content and context should be uniform and universe.
ITS PERSONAL
For consumers, customers and clients who are sufficiently motivated to enter social media comments the issues are personal.
In many instances an underlying key contributing factor is the perception that they, and their issues, are not being recognised, respected and responded to.
Therefore, responses need to be individualised, personal and personable. Use of collective nouns, including “we”, “the team” and “our group” need to be set aside.
PRESUME NOTHING
Comments, allegations and contentions are often unsubstantiated, not facts-checked and have questionable justifications.
Therefore, initial responses should not necessarily imply acceptance of guilt, sorrow, shame or apology. It is reasonable for a dedicated experienced, qualified and authorised individual who has the responsibility to address, mediate and resolve issues to pose a number of probing questions to establish the facts and basis of online commentaries.
Discipline and objectivity are virtues.
ADDRESS THE SPECIFICS
Many negative social media comments are emotive, non-specific, subjective and reflect a “victim mentality” attitude.
Resolution of such is difficult, if not impossible. Therefore, a strong focus of what is justifiable, resolvable, equitable and appropriate is important.
Fairness and equity do not necessarily come easy. Avoid and minimise emotional – often personal – distractions.
GET OFFLINE
As a sweeping generalisation, it is preferrable to get the issue, the complainant and issue resolution process offline.
Indeed, ideally the text should be removed to enable, encourage and facilitate addressing the matter at hand personally, privately and confidently.
Adjectives should be minimised and emotions contained. Nuances, inherent in the spoken word, project intent and can establish integrity. Verbal exchange is immediate – and pauses are powerful instruments in making statements. Its an artform, which cannot be utilised online.
SECURING AGREEMENT
Achieving consensus, agreement and resolution is challenging. Maintaining it, complex. Keeping the topic offline is typically advisable.
Therefore, detailing what has been agreed and concluded is fundamental. Re-entering the social media channel is relatively easy, prompt and can be destructive.
Rekindling the matter is usually perceived to be an elevation. Hence, company need to be considered, reasoned and reasonable – but above all structured and disciplined.
FOLLOW-UP
Placating “ruffled” emotions is fulfilling. It is usually the first step in a longer journey. Personal verbal follow-ups contribute to retaining equilibrium.
Confirming, reassuring and reinforcing are the foundations of peace-of-mind. Utilise them. There are no short cuts.
The overall process of monitoring, addressing, redressing, moderating and managing online comments about brands is involved. It requires commitment, discipline and diligence. Your brand deserves nothing less.
Barry Urquhart
Online Media Management
Marketing Focus
M: 041 983 5555
E: Urquhart@marketingfocus.net.au