The BIG Idea File: Courting Controversy – Good for Traffic, But Is It Bad for Business?

Everyone likes a good rumble. That’s why it’s a tried and true formula for the news media industry: sensation sells. And when competing for the attention of an overwhelmed audience, it’s a formula the news media turns to again and again and AGAIN – divisive issues plus angry people equals eyeballs.

The digital world is no exception to the rule. Online brawls get their fair share of social media rubbernecking. Controversy leads to comment wars and response posts with the lucky leader reaping the traffic benefits of the angry mob with everyone eager to contribute their two cents.

But in every controversy, there are winners and losers. Often it’s not who you think. Yes, brands have learned to bend to the whims of bloggers to limit their exposure to negative publicity. But what about the blogger who gets branded a digital shit-disturber? They lose too.

5 Things to Think About BEFORE You Rant With Rage

#1: The Internet has a LONG Memory – Remember that what you say will be remembered long after the buzz has died thanks to sites that archive web pages and screen capture tools that allow others to record what you publish WHEREVER you publish it.

So before you go off about what an a-hole that practically teenaged customer service agent was on a day when you really didn’t need it or launch a full-on snark attack in social media, ask yourself, “Is this really worth standing up for?”

#2: Relevance to your audience – Like it or not, we are slaves to our masters, aka our readers. Drag them into an irrelevant battle with your utility company that has no relevant message for them and you risk losing them…FOREVER.

Yes, your ‘friend’ fans like loyal girlfriends will feel outrage with you no matter how ridiculous the rant, but are you risking alienating your other readers? The ones who may not take your side against an evil empire?

#3: Fit with your brand identity – Ask yourself how the topic fits with your brand identity. Does taking on teenaged douchebags in positions of customer service authority fit with your brand identity?

The answer may be “Yes” if, for example, your blog is about the connection between marketing and customer service and you can highlight a key lesson from the experience. It’s a definite yes to speaking up on children’s rights issues if you are a parent expert.

#4: Who you are alienating? – Let’s face it – we are all driven by the bottom-line and sometimes speaking out against a potential brand that we are wooing for advertising dollars isn’t the best idea. That’s a decision you need to make.

On the one hand, you may ask yourself if you really want to work with a brand at the center of a major controversy. On the other, that brand is likely desperately in need of support following a bad bout of negative publicity and there are two sides to every story.

#5: The ultimate message it conveys – Consider your reason for weighing in on a controversial issue. Can you reframe the issue to share a deeper, more meaningful message that extends beyond the need to share your mob rage? Can the controversy be turned into an opportunity to raise awareness?

Unless you are the one to uncover the controversy, it’s likely that your enraged post will fall into the category of “Me too” posts. Take the time to carefully consider your position and only weigh in when you have something meaningful to contribute.

Remember, just because it’s easier to type than to say doesn’t mean it should be. Don’t sacrifice your own reputation and readership following the angry mob over the cliff of controversy because the long-term loss can be much greater than the short-term gain.