We’ve seen some serious #Fails by companies and well-known individuals in the social media and in the media! Sometimes it is a misstep by a member of the staff, the wrong message sent at the wrong time or a response triggered by emotion gone awry. Maybe it was all part of the strategy and was just a bad decision. Or perhaps the leadership of an organization should really have their communications vetted or scripted?
Strategies that Don’t Work (Especially in Social Media):
Ignore it and it will go away – Ignoring a problem will only allow it to grow. Not only that the absence of acknowledgement or comment is worse than the #Fail itself!
Sweep it under the rug! – Deleting tweets and trying to hide the problem under a virtual rug doesn’t cut it. When more organizations are adopting transparency as a solid communications strategy, this tactic showcases the company as one that has something to hide.
Give them what they deserve! – Talk about fuelling the fire. The last thing to do is respond to any issue with hostility, even if someone deserves it. Taking the high road always works out better in the end, plus the view is much more attractive from up there.
The Blame Game – In any case you or your organization may find themselves at some point in a situation where public perception is critical and your reputation is put in the spotlight for all the wrong reasons.. In that case, what does a PR or marketing strategist do?
How Do You Fix a Social Media #Fail? YOU ROAR!
Gather your best and brightest communications team and plan a strategy that is positive and places your company reputation back on track.
REPOND – to the issue. This means acknowledging it has happened so your community is aware that your company is in tune with the activities surrounding their brand and impacting their reputation.
OWN – Even if your company is not at fault, own a solution to the problem to the best of your ability. Saving the day if your brands reputation is on the line even if it is not your fault, will make your company look like a superhero!
ADDRESS – Put your solution into action. Solve the problem to the best of your ability. If you are really passionate, go the extra mile. There is nothing wrong with OVER delivering, especially when fixing a #Fail.
REPORT back to close the loop. Tell them what happened, what the solution was, when the solution was implemented and the result. Now the loop is closed. The conversation is over and everyone can (and should) move on.
There are always ups and downs in business and with social media brands are under more scrutiny than ever. How an organization responds to a problem, tells the worlds what type of company they are. A positive experience is always the best experience for businesses and customers alike.