Prologue

Part 1 of this post outlined some ways to avoid a social media debacle; but, hindsight is 20/20 (…just ask Nestlé) so this second part looks at some ways of handling/diffusing an ominous social media shit storm looming on the horizon.

 

Be good.

Companies have always had naysayers and critics, but with social media they are much more capable of connecting, mobilising and plotting their attack. So, if your company isn’t doing the right thing (as related to fair trade, employment, the environment), now might be a good time to reassess.

This is obviously easier said than done (particularly when it involves modifying major components of a business), but just realise that if you continue using unfavourable practices that you’ll likely come under fire for it.

 

If you can’t be good, at least be prepared.

Don’t get caught with your pants down – know who your critics are, monitor conversations, anticipate backlash. (see part 1).

 

In either instance, be present.

Avoiding social media isn’t a solution – people will talk about your brand with or without your complicity. Furthermore, having your own presence actually gives you a home field advantage:

• you already have an open dialogue, which may serve as an early warning system
• you have a voice to tell your side of the story
• you’re able to put your best foot forward and share all the good things your brand is doing (the best offense is a good defense)

The Storm

What’s the real issue?

Sometimes the root of the problem is glaringly obvious (i.e. a customer’s had a bad experience with your company and is pissed off about it), but vague ranting, satire and trolling mightn’t be so evident. Take some time to make sure you really know what’s going on.

Stay in control.

It’s essential that you maintain control of yourself and the situation – don’t lose your cool, don’t get defensive and never let ‘em see you sweat.

Be personable.

Introduce yourself, use your real name, communicate like a real person. It’s much easier to fling poo at Mr. Anonymous Douchebag than it is Dave, a likable guy who lives a couple of suburbs away.

Welcome Utilise feedback.

Yes, you should absolutely welcome feedback and comments (particularly from a PR perspective) – but why not go one step further and actually do something with this intel. Lots of companies use social media as a ‘listening device’, but few actually do anything with what they hear.

Ignore & monitor.

I’m not saying that if you ignore Greenpeace they’ll go away. However, not all backlash is created equal so pick your battles. Suzie in Nebraska bagging your new product on her LiveJournal ≠ Greenpeace/mommy bloggers/other frighteningly powerful groups declaring social media war (check out Jeremiah Owyang’s backlash categorisation scale).

Collaborate on a solution.

If people tell you that some part of your business sucks, ask them to help you improve it. Not only does this make them feel like you’re really listening, it also refocuses their attention on something other than a smear campaign.

Epilogue

Debrief.

After you’ve rode out the storm, spend some real time dissecting the situation. When did things start turning sour? How could you have better anticipated this? What did you do well? What needs to be improved? And, most importantly, how can you avoid this from happening in the future?

Use your findings to make real changes within your business. And for god’s sake, get some contingency plans and procedures in place!