How to Counter Bad Press through Social Media Channels

Social media has undoubtedly become an indispensable tool for companies, allowing businesses to connect with customers, spread brand awareness and build an online community. However, social media can also be a double-edged sword. One of the downfalls is that companies have no control of the dialogue about their brand. Bad news can quickly spread out of proportions, and negative reviews can have a lasting impact on the public perception of the company.

5 Tips to Addressing Bad Press

Despite the lack of control in preventing negative press, the company does have a measure of control over limiting the damage. The following steps can help companies extinguish the fires of bad press, before it spreads even further:

Engage Quickly

Given the rapid nature of social media, news can quickly spread within a matter of minutes. Companies need to respond quickly in order to take control of the situation and limit the damage. Social media platforms such as Facebook and Twitter are a great way to address the situation, letting individuals know that you are well aware of the situation. In addition, if your company possesses a blog or an online forum, writing a longer explanation can give you audience your viewpoint.

Address the Concern

Depending on the situation, the company may be in the wrong or completely innocent. But regardless of the cause or outcome, it is important that the company be as transparent and honest as possible. Keep the audience in mind, and address concerns accordingly. In addition, it is important to be active in engaging the audience; if the company responds sparingly or not at all, this can serve to further harm the situation.

Use Unconventional Means

As mentioned before, social media platforms can be a great way to bring the situation under your control. However, there are ways to engage the audience through social media, beyond the typical Facebook and Twitter. For example, the “Ask Me Anything” thread on Reddit, a popular social news site, is a useful way to directly engage users on the Internet. Recently, a PR representative hosted an AMA thread in order to address the PR fiasco against his company, with success.

Stay Calm

Above all, it is important that the PR representative or whoever is handling the situation to keep their cool. The Internet may be mad, but there’s no reason for you to engage in the fight. As soon as the representative counters or argues back, the problem will most likely escalate out of control. Instead, answer questions truthfully and as calmly as possible.

If Possible, Go Offline

If the negative press is generated by a single person, comment, or review, it may be possible to take the conversation offline. Try to discuss their concerns, and see if the issue can be resolved accordingly. At times, addressing issues personally can serve to quickly bring a resolution to the problem. However, it is critical that the company or business only contact the individual when appropriate. If handled inappropriately, the company can be in deeper trouble than before.

Photo Credit: themarketingbit.com

Rachel Hyun Kim is a writer on topics ranging from GPS fleet tracking software to VoIP phones. She writes for an online resource that gives advice on topics including payroll processing for small business owners and entrepreneurs at Resource Nation.