Online discussions of your company and its products aren't always pretty. Forrester offers some suggestions on what to do when the online conversation turns nasty.
As your customers increasingly discuss your business in online social media ranging from Facebook to Twitter to Yelp, you've got to expect some negative turns in the conversation. The only question is what are you going to do about it when it happens?
It's not that bad reviews and negative discussions are particularly common. A recent survey from RatePoint Inc. shows that six times as many SMBs find reviews impact their business positively (24%) as negatively (4%) -- some 31% aren't sure of the impact.
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But there's a lot at stake. Recent Nielsen research reveals that 70% of consumers trust customer opinions posted online, trailing only recommendations from people they actually know.
"In the reputation economy, it's in a small business' best interests to use these conversations that are already occurring as a way to build trust and stand out from their competitors," said RatePoint CEO Neal Creighton in a statement.
That's all fine and dandy, but sometimes things do turn bad. Perhaps your company messed up, or maybe problems cropped up through no fauult of your own. Or maybe someone just has an axe to grind.
Whatever the cause, a recent Forrester Research report by Rebecca Jennings with Sean Corcoran, Tom Cummings, and Angie Polanco offers some tips on how to prepare for Social Meda Meltdowns.
The report documents responses to a number of different incidents and suggests nine key tactics as best practices:
1. Listen. Regular searches of Facebook, Twitter and even Google are the key to finding out about potentially damaging converations before they spiral out of control. Forrester suggests tools such as Nielsen's BuzzMetrics and TNS Cymfony, which may or may not be affordable for small and midsize companies.
2. Engage. Partipating in the conversation can give disgruntled customers a "sounding board," the report says, helping to nip bad feelings in the bud.
3. React Early. In addition to participating in the conversation, actually solving problems is the key to smoothing ruffled feathers. And remember, while solving a problem in a phone call creates a happy customer, solving a problem on Twitter can spread good feelings to thousands of followers.
4. Stay Involved. Even if you don't have the answer yet, it's important not to hide out. Let people know you're working on the problem.
5. Recruit Evangelists. Encourage employees and others who still like you to be active in the conversation. Positive reviews and statements can help balance any negativity. Just make sure everyone is honest about their identities and affiliations.
6. Be Ready To Go Beyond Social Media. If things get really ugly, you'll need to find a way to tell your side of the story to the mainstream media. A Web site laying out the facts may be a good idea, Forrester says.
7. Be Transparent About The Resolution. Don't think you can just move on. You may need to keep reassuring people as to exactly when and how the problem will be resolved.
8. Address Search Engine Issues. Negative issues can live on in social media for a surprising long time, waiting to be discovered in the latest Google search. In extreme cases, Forrester suggests buying search ads related to the negative keywords surrounding your company's particular problem. Again, that may not be an affordable option for SMBs.
9. Have A Point Person. Even if your company can't afford a social media strategist, you need a skilled communicator in place, empowered to speak for the company, and ready to respond to any public relations issues that crop up in social media.
None of this is to suggest that say that social media meltdowns won't still be a problem for your company. But the proper response can go a long way toward minimizing the damage.
And try to keep reminding yourself that most of the time, the benefits of social media far outweigh the negatives.
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Fredric Paul is publisher/editor-in-chief of bMighty.com and SmallBizResource.com.
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