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August 26, 2010 By 29 Comments

How to Handle Bad Online Publicity

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What with the way that information can spread virally on the Net today, your brand is firmly in the hands of the end consumer. Many businesses have already wised up to this, but far too many are taking the ostrich approach: sticking their heads in the sand.

“Customers Hate Us”

Sooner or later it’s going to hit you. All those lovely fluffy customers who’ve been raving about for years will suddenly turn against you. Or at least one or two who have the potential to wreck havoc because they have many online connections via sites like Facebook and Twitter.

Maybe your product will die a death soon after purchase; maybe your customer service rep ticks someone off with a snotty email or support staff make a major cock-up.

In the good old days (i.e. about 10 years ago) these unhappy folks told their friends and neighbors and it didn’t go further. If you were lucky. If you were unlucky they wrote to the local newspaper or tipped off a journalist. Sure, big brands have suffered a media firestorm over the years.

Nowadays small businesses all the way though to major corporations are at risk because anyone can kick start a multi media online firestorm with a solitary tweet or blog post. Just ask Dell. Or Southwest airlines. Or Nestle. Or Dominos pizza.

Unfortunately, too many managers in the C-suite haven’t wised up to just how influential social media channels like blogs, Twitter, Facebook, etc, are becoming. At least not yet and now’s your chance to get one step ahead.

Despite many companies claiming they’re now using social media channels, it’s not peachy creamy. A recent report highlighted by Brandbuilder Oliver Blanchard revealed that only a very small proportion of companies that claimed to have a Social Media program, actually had professional managing these programs full time.

Bad Strategy

Just like the ostrich who sticks his head in the sand, failing to plan for unhappy online customers doesn’t help. Today every company is online – even if they don’t have a website. Why? Because customers can literally get online and tell their friends all about you.
Bottom line, it’s not viable to bury your head in the sand and ignore the online conversations that are taking place around you. Even if you haven’t chosen to join in the conversation via social media like Facebook and Twitter, others have. And you really need to know how to listen.

So listen Very Carefully

With free tools like Google Alerts it is easy for small businesses to track both the positive and negative things that are being said about your company online. Similarly, tools like Hootsuite or TweetDeck can help you follow what’s being said on Twitter and other social media channels. If that’s not enough, I suggest you check out Radian6 – my favourite professional listening and monitoring system, which is ideal for larger businesses and corporations.

Respond, No Matter What !

Once your team is listening, it’s vital you respond appropriately. Silence is not an option. But neither is being sarcastic, aggressive or impolite.

Acknowledge your mistake in public and then try and resolve the issue as quickly as possible. If necessary, contact the customer directly by email or by phone to resolve the situation.

Be aware that some services like Twitter or Facebook are not ideal for resolving conflict online. Twitter, in particular, with its 140 character limit can really cause problems because it’s harder to convey things in such a short space. So if necessary, get the discussion to a more suitable channel.

Make your staff (or yourself) aware that if you handle a situation like this badly you could be facing a barrage of online criticism.

Shiny Happy People

It’s imperative that no matter what customers say online about you, you’re aware of what’s being said. Even the most innocuous blogger is part of a network. That’s why a single blogger can wreck havoc.

The better you listen and respond to your customers online, maintaing your brand as well as your product quality and service, the less chance there is that initial “bad press” will do any major damage. And if you make your own luck with a team of outstanding online communicators you might even turn those people initially unhappy with you into dynamic brand ambassadors who defend you and recommend you online.

Filed Under: communication strategy, crisis management

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  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

  • Anonymous

    You hit it right on the nose with how important listening is. It won’t always be rainbows and ponies, but turning a complaint into a happy customer is what could keep them. Then, guess what? They’ll tell their friends, who will tell their friends, as a domino effect. nnIt’s never a good plan to start listening after the crisis hits. Nor is it a good idea to have a plan that you haven’t practiced. Being prepared in crisis communications (which few have experienced, but everyone should be trained in) is an integral part of traditional PR and social media communications.nnThanks for mentioning us in the listening section.nnLauren FernandeznAgency Community Manager, Radian6n@cubanalaf

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