Anyone can have a reputation crisis in Social Networks, even those brands that do not have a presence in Social Networks … And this is so because it only takes a user to be dissatisfied with your service or product to share their experience on social networks.
Do you know how to manage a reputation crisis on social media? I explain how to create your crisis plan and how to act if you have a reputation crisisCLICK TO TWEET
Therefore, the best thing you can do is exercise caution and have a reputation crisis plan in place before you have to deal with a reputation crisis. In this way, in the event that it happens, you will have a guide document that will tell you how to act, something essential if you want to avoid panic and end up making the crisis bigger, or admitting a mistake that has not been made by your brand or company.
Therefore, we are going to see how you can create that crisis plan in social networks and how you should act in the event that you have a reputation crisis.
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What is brand reputation?
The reputation of a brand is the idea that transmits and that users of a brand or company have , so one part is controllable (what your company transmits), but another not so much (what users or potential customers think about she).
This is not only at the online level, but also at the offline level , the only thing is that at the online level it is easier to detect and neutralize, although it is also to go viral and spread to more people and more quickly, than at the level offline.
What is a reputation crisis in Social Networks?
A reputational crisis in social networks is when you are sharing or spreading , through different social networks, negative content that interferes (or may interfere) in the opinion of other users regarding your brand, making them not trust you. brand or go to the competition.
How to prevent a reputation crisis?
There are two things you should be doing now to prevent a reputation crisis:
Monitor your brand or company on Social Networks
To prevent a crisis, you have to monitor what is said about the brand or company on the Internet and on Social Networks.
To facilitate this work, there is a tool that I always use and that I love: Google Alerts. With this tool, you can create free alerts that notify you in the event that the name of your brand or company appears in a content that Google has indexed, and sends it to you by email so that, if you want to see it, you just have to click on the link that has been sent to you.
Prepare a good crisis plan on Social Networks
As the saying goes: “to prevent, is to cure .” If you have a guide or plan to follow in the event of a reputation crisis, you will avoid making some mistakes due to letting go or lack of experience.
Let’s see what points you should address in this document:
When is it considered a crisis?
Talking about a crisis when there is only one negative comment on one of your social profiles is a bit of an exaggeration, although this does not mean that you should not pay attention to it or give it importance.
To define when it is considered a crisis, you must consider different situations in which a negative opinion can cause a reputation crisis, such as:
When there is a comment from an influential person that is having reach or repercussion.
When several people are talking about the brand negatively.
When a negative comment appears in a hashtag that is trending at the time.
When several people are talking negatively about your brand on different social networks.
Different scenarios in which a crisis can occur
This section depends somewhat more on the type of company or business you have (or for which you work). The most common scenarios that you should contemplate are:
A customer has received a defective product or poor service .
Your product or service is bad or uses an ingredient that is harmful to health.
The words that some of the people who are part of your brand or company have said or written have been misinterpreted .
Your company has spoken and what has been said has offended a group .
Something out of place has been posted or shared .
Obviously, you should analyze well the type of scenarios that can occur in your company, since it depends a lot on what you do or the need you cover in your client.
Who will be in charge of responding to each type of crisis?
It is essential that the Community Manager, who is usually the professional responsible for answering all the comments from the different social networks of the brand, knows who to turn to to confirm or deny a situation that may be causing a crisis.
For this, the ideal is that, in large companies, the Community Manager has the contact of each of the department directors (to get in touch with the one that best suits the crisis that is causing), or, in companies smaller, from the different employees who can give you the information you need to know the facts.
Types of clients that can generate a reputational crisis and how to treat them
Depending on the type of client that is causing the crisis, you must respond in one way.
If it is a customer who is dissatisfied or disappointed with the brand or the product / service they have purchased, let them know that their opinion is important and that it will be taken into account for improvement.
If it is a customer who is angry , try to neutralize the anger and offer a solution (the return of the product at no cost to him, the possibility of exchanging the product for another equal or equal amount, etc.).
If it is a person who claims to be your client , but of whom you are not aware of it, try to divert the conversation to private to give you more information, leaving in comments the doubt that this is your client.
If it is a hater or troll , do not wake up to continue the conversation. Monitor what it is saying, download any concept enter the rag and if you see that it is growing and jumping to other users, take action.
What messages to use to manage the crisis?
Each situation is different and it is not necessary to manage it with the same message , but to adapt that message to each case, offering personalized responses.
But you can create some standard messages to respond to some situations that you know will occur with a certain frequency and that can lead to a crisis if a good response is not given:
Message to request more information about what happened.
Messages to ask for more information about the person who claims to be your customer.
Message to resolve an incident due to a bad product or service.
What is the response time?
Setting a realistic response time will not stress you when looking for the necessary information to know what has happened and propose different solutions that the affected users can give.
The ideal is to give a first message so that users know that what happened is being investigated and a solution is being sought , but if you are not sure that your brand or company has done something wrong, do not imply that this has been the case or you load with some guilt that could not be of the company.
And, in the event that the user is right, do not forget to apologize from the entire brand or company, assuming what happened, without disguising, trying to divert attention to another place or drain the package.
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How to manage a reputation crisis in Social Networks?
Now that you have created the reputation crisis plan, you already have a guide to support yourself to know how to act. But how do you manage a reputational crisis?
Crisis in social networks – AnalyzeAnalyze everything well
The more data you have, the better you can solve this crisis. Therefore, it analyzes who is the person who has started the crisis, who are the people who are following or sharing it, in which social networks the crisis is present, if it has jumped to other places (other than social networks) or is alone in them, what has led to the occurrence of this crisis, etc.
Crisis in social networks – Peace of mindPeace of mind and do not rush
Sometimes, trying to avoid a crisis, we are responsible for making it bigger by rushing in and saying something that is misinterpreted or that is not the response that users expected from the brand.
This is something more normal than people think, you cannot always have all your customers happy with your service or product , and social networks give a sense of security or anonymity that makes many people not think twice about it. when charging against a company or brand.
Crisis in social networks – ContactContact the person in charge
You always have to have both versions of events to be able to get an idea of what has happened , you cannot stay with just one, because the vision you will have will not be objective. So ideally, you should be able to get in touch with a person in the company who knows what has happened and why this situation is happening.
It may be a person who has had direct contact with the person causing the crisis (such as a salesperson or a store clerk) or it may be that they have not had direct contact with that person , but know why that has happened. (Such as the company that is responsible for distributing your products or the director of the communication department who has shared information that has been misinterpreted).
Crisis in social networks – Ask for forgivenessBe transparent and ask for forgiveness if necessary
Users want explanations and solutions, not excuses or for you to make them look the other way . They will value more if the company asks for forgiveness and is transparent giving explanations and solutions to what has caused the crisis, than if it hides behind data, lies or blaming other companies or the sector in general to get out of it with the head very high.
Crisis in social networks – Do not delete commentDon’t delete the comment
Social media users are not stupid . If they have written a comment and it does not appear on your account, they will know that you have deleted it because you did not like what they have written and it can make them more angry with your brand thinking that they are not taken seriously or that they are not loved give a solution to your problem.
Crisis in social networks – Follow-upMonitor the crisis, in case it resurfaces
In Social Networks everything stays , so do not think that this crisis cannot be reactivated at some point in the future. It is necessary to continue analyzing what happened to avoid a reappearance or a crisis on the same issue.
Social Media Crisis – Learn From MistakesLearn from the mistakes made
We are human, so we can make mistakes, as much as we don’t like it. But the good thing about making mistakes is that you can learn a lot from them.
Keep in mind that you will not know everything and that you may transmit something and that users, being influenced by their emotions, misinterpret it. Take note and always learn from the mistakes you make.
Social Media Crisis – Update the PlanRedesign the crisis plan
Many times there are situations that we do not contemplate until they happen to us. Nothing happens, you can’t be in everything, but once it happens to us, we already know that it can happen again, so add all this in the crisis plan that you have created previously and analyze if you have made any mistakes or something that you can improve next time, with the experience you’ve had.
Errors to avoid when managing a reputation crisis on Social Networks
Do not rush , rushing is not good in this situation and can cause you to make mistakes that aggravate the crisis.
Do not enter the rag , if you argue with the user you could increase the crisis.
Do not delete the comments , users could get more angry thinking that their opinion is being censored.
Do not ignore bad comments , they could reach your potential customers and make them change their opinion about your brand. Always reply to these comments to apologize and offer a solution if possible.
Do not hide what happened , it is on the Internet and, sooner or later, the rest of the users will find out. It better be for you.
Do not try to divert attention to another place , they will think that you want to drain the bundle instead of giving explanations.
Do not stop monitoring that crisis because it has already passed, it can reignite at any time.
Examples of reputation crisis in Social Networks
The CM Hawkers joke that cost him the contract of several professionals in the world of sports
After the result of the United States elections, in which Trump claimed that he was going to have a wall built on the border between the United States and Mexico, the CM of Hawkers came up with this “joke” that made many Mexicans feel offended and some celebrities will stop working with the brand.
Social media crisis – Hawkers
The El Pozo crisis and its denial
The Salvados program aired an episode in which he visited several pig farms. In one of them, he found a farm in a dire and very unpleasant situation, which supplied meat to El Pozo. They not only denied that they worked with that farm, but also tried to accuse the program of manipulation.
Crisis in social networks – El Pozo
An unsuccessful campaign for Mother’s Day
The campaign that El Corte Inglés created a few years ago for Mother’s Day was widely criticized for carrying outdated messages and generating an idea of machismo and patriarchy. You have to think carefully about the message that is being broadcast before launching it.
Crisis in social networks – El Corte Inglés
The Aol Email List campaign that arose out of a reputation crisis
Sometimes we can turn the crisis around and come up with a marketing campaign that supports the company’s values, as in this case. Tous was accused of making their products with a lower quality than the one that the brand claimed, and they decided to turn this crisis into a campaign to vindicate their commitment to customers and to their brand.
Crisis in social networks – Tous
As you have seen in this article, any brand or company is exposed to having a reputational crisis in social networks, whether it has a presence in them to control it or not. For this reason, it is very important that you analyze what is said about your brand or company on the Internet, and not think that because you are not a multinational you will not suffer a crisis.