Online reputation is one of the fundamental parts of the presence of a brand on the Internet. Would you know how to act when you have hundreds of users against you? We help you stay afloat in your crisis management!
An online crisis is a fairly common situation between brands regardless of the size they may have. The speed and easy dissemination of messages on platforms such as social networks make them expand at high speed. In this way, a small controversy can cause a loss of credibility or trust towards a brand.
What can cause a crisis?
Crisis management can arise for various reasons such as a negative comment from someone internal or external, a controversy that affects our brand or being a victim of “trolling“.
From a bad review in our Google listing, to a problem in manufacturing or a bad response to a customer … We must be prepared to act as soon as possible so that this controversy does not escalate.
How you can prevent a controversy
There is no exact formula that helps us prevent them because there are multiple external factors that we cannot control. On the other hand, there are internal factors that we can control and organize to be prepared for any threat we may suffer. Therefore, it is key to have a crisis management plan for these cases.
Something fundamental to be able to prevent it is to use a line of communication based on sincerity and transparency. Similarly, we should never lose respect or composure when dealing with dissatisfied customers.
Crisis management plan
If the possibility of suffering a controversy and implementing an online reputation crisis management has not been studied before, we will be defenseless and not knowing how to react. According to studies, the speed of action is key and if we do not have a plan, this process can be prolonged and aggravated. But how can you do it?
1. Analyze your brand
Know what your weaknesses, threats, strengths and weaknesses are (SWOT analysis). Analyze the situation of your products, services, reputation and opinion to detect problems.
2. Put yourself in a position
Think about why controversies can arise. In this way they can also be resolved and avoid being a source of controversy in the future.
3. Decide how to do it
Who will be the person in charge of responding? Through what routes? Is a structure going to be followed? Having this organized will make everything work in a more optimized and simple way. It is advisable to speak transparently, clarifying the facts and avoiding worsening the situation.
4. Don’t delay in responding
Time passes and the non-response is already a message that can generate doubts about the veracity of the statement that is given. Act quickly!
What if I get involved in a controversy?
In addition to responding quickly and speaking honestly, it is important to solve the problem and not try to avoid clarifying that negative aspect. Avoid blocking and deleting comments, since that will show weakness and that as a brand you are wanting to hide the problem instead of facing it.
Dialogue with users without trying to impose your opinion. Do it constructively and with respect for the diversity of opinions. Assess and monitor the situation to see how action has been taken and how to resolve them for possible future crisis management.
Now that you know the complexity and how important it is to know about crisis management, at Close·marketing we are experts in social networks. Taking care of an online reputation is vital for your business, make it always favorable!
Have you ever been involved in an online crisis? What’s the best way you’ve seen than to resolve a controversy online? We read you 🙂