It’s often been said that “any press is good press.” That may have been true years ago, but it doesn’t hold water anymore with the advent of social media and other digital platforms. The fact is, negative information about your company can travel quickly online and cause severe damage. While you might not be able to prevent bad press online, there are ways you can manage it.
Watch for Bad Press
Get social media and online listening tools. This could be as simple as setting up a Google Alert for your company’s name and a few other keywords. If you want something more comprehensive, you can hire a communications firm to create social media dashboards that monitor conversations about your company and provide early warnings of rising issues.
Own Up to a Mistake
If your company made a mistake, own up to it. This will typically help slow down some of the negative social media chatter. Don’t take responsibility for anything that isn’t your fault, but have a tone that demonstrates the company is taking the matter seriously and working to make things right. A word of caution: Be prepared to apologize multiple times, as it might not land the first time or sink in.
Let Your Actions Talk
During any crisis management situation, you have to address the root cause of the issue. As you take action, share what you’ve done on social media. Afterward, explain how you handled the situation and any steps you’ve taken since to ensure something similar can’t happen again. Actions can speak louder than words, but you do need to share what measures you’ve taken.
Seek Help
If you aren’t sure what to do, and the social media mob appears to be out for your company, reach out to a professional who can help you navigate the situation and protect your company’s long-term reputation.
The professionals at Tucker/Hall work in challenging crises every day, and we can help you manage the online conversation.
