When you build a popular social media community, it’s inevitable you’ll have to respond to negative comments towards you or your organization. Sometimes fan engagement can become hostile towards your brand’s reputation and quick action will need to be taken.
- As a Community manager you will come across posts in your community that are or may seem combative in tone.
- A fan or follower may write slanderous statements about your organization.
- Be aware of followers that may be ‘plants’ from one of your competitors.
The first course of action is to step back, count to 10 and take time to process the statement and develop a responding statement. It’s not personal, it’s business.
Put yourself in the fan’s shoes. Listen to what the fan or customer is saying and don’t just try to save your brand’s reputation (even though you are) because they’ve posted something that may be false or you don’t agree with.
Social Media Community Crisis Basics
- Your fans and followers aren’t concerned about your brand’s reputation.
- Many of your fans & followers believe information that’s posted by other fans. They believe their peers before they believe you.
- Your competition may take advantage or injecting commentary in your online communities and try to hijack it to benefit their brand.
- Disgruntle fans usually post out of emotion and aren’t always of sound mind.
Social Media Community Crisis Strategies
- Handle the situation quickly. Even if you don’t have an answer or a solution right away acknowledge the fan’s content to let them and your community know you’re listening.
- Don’t erase a post you don’t agree with. Taking down posts without acknowledging or stating why you’re doing so may make you seem big brotheresque to your readers and fans. You’re community will know when fans are being excessively aggressive and disrespectful.
- Try to take conversation off line. Contact individual via private email on Facebook or the social media site or through their personal email that may be listed on their social media home page. Be transparent & tell your community that you’d be happy to assist them with their challenge through their email.
- Apologize when it’s necessary. The power of word of mouth is amazing. Handle the situation in one of authority, but also be compassionate as the individual is highly likely to share their experience with friends, family and co-workers, all of which could be potential customers in the future.
photo: Pierce Mattie PR
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