How to fend off a social media attack
Even for brands with fully-staffed social media teams to respond to posts in real time, deciding when and how to engage with posters during a crisis can often be a daunting task. One of the most common questions I’m asked by clients trying to prevent an issue from escalating on social media is, “Should we respond and what should we say?” Each situation should be evaluated on its own merits. Still, there are a number of guidelines I follow when offering counsel.
Consider responding when the poster makes a thoughtful comment or asks a question. Offering real-time responses and solutions signals a high level of accountability and a strong commitment to customer satisfaction. Even if information isn’t available at the time to offer accurate answers or fixes, it’s better to say the issue is being worked on than to say nothing at all. Consumers are forgiving if they know a business is acting in good faith to resolve the issue at hand.
If details in a developing situation aren’t immediately known, brands can offer stopgap statements such as “We are aware of the situation and are still gathering more information” to bridge to the time when facts are available to share. If a specific course of action is promised in response to an issue or crisis, be prepared to back it up. It’s better to avoid having to walk back any promises made simply because they sounded good in the moment.
Consider responding when the poster offers constructive criticism. While keyboard warriors are often looking for instant gratification, there might be lessons from which a brand can make improvements and benefit over the long term. When tensions are running high, it’s easy to become overly sensitive about even the smallest critique. Appreciate that valuable feedback means someone cared enough to provide their opinion. View this as an opportunity to help your organization step up its game in a specific area where it might be vulnerable.
Consider responding when the poster voices support. Still, try not to come off as self-congratulatory, aggrandizing, or exaggerating more than you’ve accomplished. If you still have work to do responding to or managing a situation, say so. Again, don’t make any commitments or promises you cannot realistically keep. While it’s nice to bask in the glow of a job well done, your customers might be back to give you hell the next day.
Consider NOT responding when the poster is only making derogatory remarks that contains hyperbolic language and isn’t focused on an issue you can fix. When someone is merely trolling your brand, there’s little upside in engaging. I don’t recommend deleting these comments, as this only tends to exacerbate the issue. However, you’ll likely need to do so if posts contain vulgar language or when personally hurtful remarks are made about someone in your organization.
Consider NOT responding when a poster asks a rhetorical question where a response isn’t expected. Instead, take the time to understand that individual’s true intent. If there’s no immediate answer that will satisfy the poster, it’s better not to respond. Any answer you provide could end up being critiqued even more harshly than your original post and drag you into a back-and-forth you were trying to avoid.
Consider NOT responding when a poster draws comparisons between your business and a competitor. Regardless of how you answer, you’ll only attract additional attention by making a statement that references another brand. Plus, those on social (and in traditional) media will take note, likely causing your reply to generate a story of its own. Better to own the issue, take your lumps, and keep others out of it.
To learn more, please contact tjw@essexstrategies.com
