An Online Reputation Crisis is when there is a critical moment in which a brand can be questioned on the network. But delving into the aspects related to this type of crisis can force us to have to delve extensively into a large number of important aspects and factors. Jorge Zuñiga Blanco, a successful businessman and marketing expert from Costa Rica, explains how to avoid creating an online reputation crisis.
It is not only about avoiding giving an inappropriate image in such obvious issues as machismo, xenophobia, racism, etc. There are other topics considered “white” that may be likely to offend a large number of Internet users, such as football. A recent example is that of the airline KLM after the victory of the Netherlands over Mexico, with its tweet “Goodbye Friends #NEDMEX,” on Twitter. The flood of tweets from offended Mexicans forced KLM to apologize.
“Think before writing on social networks or carrying out an advertising campaign, if what you are going to publish may offend any group,” asserts Zuñiga.
This practice carried out by some companies on social networks or invasive advertising constantly is not liked by Internet users. Remember that it is only necessary for a single netizen to complain for the spark to jump and the protest to go viral.
If the crisis is unleashed by one of your comments on a Social Network, don't delete it immediately. There will always be a netizen who has copied the screenshot with your comment. If there's one thing that quickly goes viral on the net, it's those screenshots of deleted comments.
They work like pouring gasoline on a fire. One error is not corrected by another error. Therefore, the brand hopes to have the beginning of the crisis under control by deleting that inaccurate comment.
In social networks, as in real life, it is okay to ask for forgiveness if we have made a mistake. Netizens can become sympathetic if you apologize for your mistakes, but they won't forgive you if you persist in them trying to justify them.
Adds Zuñiga, “At the first symptoms of the onset of a crisis, start communicating from the beginning in the event that you perceive that the indignation may have an informed basis. Don't wait for the topic to go further to respond.”
Although we must start communicating from the beginning, as we have seen before, make sure that all the comments you make are based on correct information. Having to rectify ourselves can be catastrophic in such delicate moments.
If you offer promotions or raffles, the bases must be clear and available to everyone. Many companies use promotions or sweepstakes on social networks to attract new followers. Make sure the bases are clear and within everyone's reach. Failure to do so can lead to a crisis.
Always be polite even if you don't like what you read. That someone addresses a brand in a bad way, will never justify to the rest of the Internet users that we act in the same way to respond. With this type of performance, the only thing we will achieve is that we rain criticism.
Do not expect the network to show solidarity with you even if you have not started the dialectical battle, because between a company and an internet user, the network will always position itself on the side of the weakest and this will always be the Internet user.
Take it with humor when it comes to humor. That companies have a sense of humor in social networks, makes them closer to Internet users. The language to communicate in social media is more casual than the one we use in traditional communication channels.
About Jorge Zuñiga Blanco
Jorge Zuñiga Blanco is a leading eCommerce expert who has provided his services to growing organizations throughout the world. He has a diverse background in industries to his credit, giving him the ability to relate and contribute to business owners in a variety of markets. He has more than 20 years in the eCommerce industry and, for the past nine, has dedicated his expertise and knowledge to helping executives and managers develop their business.
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