There’s no easier way for people to share their grievances about issues, companies, and individuals than to jump on social media. Mass audiences use it to demand apologies, organize boycotts, and rapidly spread misinformation. A video on TikTok can gain millions of views with lightning speed. The escalation of social media comments can quicky attract the mainstream media’s attention. And the results can be devastating; it was less than a year ago when social media chatter contributed to a deposit run at Silicon Valley Bank.
In a digital world, the way that companies respond to crises needs to evolve – and fast. If you are caught unprepared and reactionary, these situations can have catastrophic effects on your reputation.
So what are some steps your company can take to mitigate risks from social media?
1. Fairness Has Nothing to Do With It
Social media backlash may be based on misinformation and have little connection to the actual situation. There may be memes that make fun of the company’s executives and backlash on the company’s public-facing profiles, such as its social media channels, Glassdoor, and community forums. Influential voices may join the fray and your competitors may seek to take advantage of your perceived vulnerability. Step back and determine if and how it makes sense to address the issue at hand.
2. Point Counterpoint
Companies should weigh the risks and rewards of engaging with online communities. There are scenarios when it makes sense to respond to negative comments online, but doing so can also draw more attention to these comments. Consider the implications of both action and inaction. Assess the volume of comments, the followings commentors have, and any abusive or harassing language. Monitor inquiries from investors, vendors, and customers to understand if social media is leading to inquiries/complaints offline. Companies should also understand when it makes sense to suspend social media comments or activity altogether.
3. Sorry Not Sorry?
If the grievance has legitimacy, it might make sense to issue an official apology and right the wrong. This is when timing matters - taking that step too early could fuel the flames even further. Doing it too late can look like an insincere reaction that is only aimed at quelling the noise. Monitor the situation to understand when conversations are escalating, and an apology is justified. Also consider the elements of a good apology; a bad apology (i.e.: “Sorry you feel that way”) can cause further damage.
4. Don’t Wing It
Rushed decisions in a situation where a company is forced to react can lead to poor outcomes that can further escalate a crisis. Prepare proactive protocols for different scenarios that can be activated in “break the glass” situations. For example, establish a “war council” that determines who at the company should be involved if an unwanted online conversation begins to gain traction (i.e.: legal counsel, the board of directors). And don’t forget about your social media team; they are the experts in this area and may offer valuable perspectives that aren’t readily apparent to the C-suite.
5. Read the Room
There are sophisticated social listening tools that use real-time data to monitor conversations across social platforms. These help companies understand public sentiment and inform their communications strategies. Pay attention to what audiences are saying – it helps track simmering conversations that can quickly escalate. Monitoring also allows companies to refute and respond to any misinformation spreading online.
6. Keep Calm and Carry On
Social media backlash can be disruptive and discouraging to your employees. It may make sense to address a situation in an internal email or in a town hall. Keep in mind that internal messaging may also become public. Remind your employees about the company’s social media policies – you don’t want them lashing out at posters or chiming in as unofficial company spokespeople.
Social media is a game-changer for managing your company’s reputation. A crisis response plan needs to consider the fast-moving, real-time nature of social conversations to mitigate risks and ensure a thoughtful and effective response plan.
Shama Hussain, Senior Vice President, (shama.hussain@edelmansmithfield.com)