Avoid a Crisis in Social Networks

By: Aliza Sherman

Every day, I receive a lot of questions from business owners and professionals asking what to do to avoid a crisis (negative comments) in social media networks and what to do if it does happen.

ANSWER: This is a tricky because there are so many variables to what might be happening when someone posts something negative online about your company, your product or service, or even about you. I've been writing about social media communications crisis since 2008 and have helped companies and organizations over the years navigate and avoid the potentially blow ups powered by social networks and blogs. Here are my general rules that help guide my recommendations each time.

1. Assess - Is the person saying something negative because of something you have done or that they have perceived you have done (or not done)? If not - if this is a random attack of mishief or maliciousness - then you can delete (and in some cases ban) the indiivdual from posting to your social networking presence again. If they are addressing something about you, you should respond. See #2 on how to do this.


2. Respond - You should already have a social media crisis communications plan in place to dictate what happens next. But even if you don't yet, understand this: People who complain on your Facebook Page or on Twitter or on your blog, etc. first and foremost want to be heard. They are upset about something - and sometimes is isn't just about you. I recommend that you start your response with these words:
   
   "I hear you."
   
   Then ask for their permission to get in touch with them directly to take the discussion offline. When you do, be prepared to listen to more complaining.



3. Remedy - Throughout the entire process, avoid getting defensive. You now have the incredible opportunity to to diffuse the situation and bring it to closure or, better yet, turn this unhappy customer into a fan. Nine times out of ten, taking the high road, responding promptly and respectively, listening non-defensively to their complaints and finding a mutually acceptable remedy ellicits a public expression of gratitude from them. Rarely, after all those efforts on your part, does the other person continue their barrage of negativity. And if they do, refer back to #1 above.
   
   We're all human. We all make mistakes. If we are in the business of selling products or services to others, we are in the business of customer service, too. Social networks and blogs have given the power of publishing to anyone. It is up to us to do the best we can in business, both online and off, and to handle each situation human-to-human for the best chance of fixing a problem before it turns into a crisis.

Not a Biz Chick? Register Now!