The potential threat of a PR disaster is every company’s worry. Today, any unhappy consumer can quickly use social media as an arena to rally against a brand. In March, Nestle faced social media backlash following a Facebook attack by Greenpeace earlier this year on its palm oil purchasing policy. Following the massive oil spill disaster, BP faced more embarassment than it could already handle from a fake PR Twitter account satirizing its crisis management. So far the account has garnered 190, 135 followers and counting.
Social media is fast becoming a place for brand recognition and business development. While you can’t totally control what people say about your company on Facebook, Youtube and Twitter, here are some tips you can use to avoid brand abuse online.
1. Training in social media management
Train your executives to be familiar with the risks the company faces when it goes on social media. Increase their awareness of high profile issues like illegal migration and whaling, and the effect of social media on these issues. Create a social media security policy to map out terms and conditions of usage on your social media channels, such as forbidding abusive language, hate speeches and threats to other individuals.
2. Listening to what people are saying
Give a genuine listening ear to the collective voice, even your critics, and don’t raise your defences easily. Nestle tried to handle its social media debacle by imposing its rules and censorship on its Facebook fan page, only to invite more backlash on a free platform on which it had no control.
3. Responding quickly and truthfully
Be swift, personal and direct. Answer questions and accept negative comments. It is crucial to have an action plan where an expert is clearly designated to give a first-hand response in the worst-case scenario of a social media PR meltdown. Even after you’ve given an official response, remember to go back to unhappy individuals and refer them back to your response.
4. Knowing your employees’ use of social media
Your employees are your brand’s spokespeople, so don’t underestimate their use of social media. Monitor your social media outlets vigilantly and always be ready to respond to an online scandal and controversy. An example is the Domino’s Youtube crisis that aired two Domino’s employees on the video uploading site, wiping mucus on sandwiches. Domino’s was quick to respond and issued an apology on Youtube and Twitter, but the viral video will always be there. As Pete Blackshaw, brand strategist for Nielsen Online, puts it, ‘The Web never forgets.’
Social media is an opportunity for your brand to make connections on a personal level with real people. By building healthy relationships with consumers, you are building a strong and credible online brand.Unfortunately it is also vulnerable to alot of negativity.
For tips on how to create a social media policy, check out http://www.csoonline.com/article/505593/4-tips-for-writing-a-great-social-media-security-policy.
http://mashable.com/2010/08/09/prevent-social-media-disaster/
http://www.networkworld.com/news/2010/080210-keeping-your-company-image-safe.html?source=nww_rss
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