It can be simply incredible the speed at which world events are often sent around the Web via social media, and if that word is bad and happens to concern you or your company, you should have a plan of defense. If you’ve made an egregious error, there are ways to deal with that, without getting into it with other people online defending yourself. You won’t win, whether you’re in the right or not.
But how about when you’re right?
There are occasions when through no fault of your own, the defecation hits the spinning blades. There are numerous ways this could happen, for instance a boisterous unhappy customer, wrong or inaccurate press, or even contributions from devious competitors. So while it’s extremely unfair, the fact is that everyone is talking trash with regards to you and your company. How do you deal with that? Since we know that we can’t slug it out in public, how can you avoid appearing the total wimp to the world?
Stick to your message!
If you’ve got sufficient belief in your core message you will want to prove it by sticking to your guns when others would try and put in their two cents. This opposition typically comes through social media as negative comments and complaints concerning your products, services, or particularly any changes you may have made. No one enjoys change, especially to things they like or buy. However, major time, thought and energy probably went into your new products or product changes. To roll with each and every whim of a capricious public is to invite disaster. You should answer every post though, using your characteristic diplomacy and customer care, but leave no doubt that you stand behind your products and services.
How to do this right – Sticking to your message with Shake Shack
SocialMediaToday.com reports a great example of sticking by your brand when you’re right by New York City eatery Shake Shack. Their cardinal sin: modifying the shape of their french fries! Before you could open the ketchup bottle everyone was launching into them on Twitter. Rather than continuing the fight by slinging more fries, Shake Shack made the smart move, answering their critics with compassion and care, yet sticking by their new product 100 percent. Sounds like a recipe for success to me!