Tag Archives: Reputation Management

Tips On Identifying A Social Media Crisis

reputation managementSocial media is a great breeding ground for a crisis, whether justified or not.

But before your company or client pulls out all the stops to try to save its reputation, here are some common sense criteria to help navigate through the storm:

Where is the negative issue brewing?

Negative comments on your company’s social media pages should most likely be addressed as these comments are now on your “home turf.” Issues that fall into this category include negative comments or reviews by members or the general public. Since this commentary is considered to be on your home turf, it is worth a response. This does not mean comments found outside own social media properties will not be addressed; but it is a good first question to ask.

How “loud” is the comment?

The Internet is a BIG place, and without some filters a lot of time could be spent addressing everyone who shares negative issues on social media. Ask how much “noise” is being made about this particular topic? Pay attention to commenters with a small audience, but don’t fan the flames. More visible outlets might need a more proactive strategy.

Is the information blatantly inaccurate?

While many postings are about an individual’s specific situation and thus somewhat subjective, occasionally true misinformation will be posted online. In these cases, it is important to correct the facts.

What is the tone or topic?

If the tone of an internal conversation or post on a message board is not overtly negative, a response may not be needed. That said, if the comment raises slight concern, it should be addressed appropriately.

And remember to have a thick skin.

Monitoring Your Company’s Online Reputation

Reputation ManagementIt used to be that if something negative about your company – or you personally – was in the news, it would last one or maybe two 24-hour news cycles. Then it would become the proverbial fish wrap.

But now, bad news has an online shelf life that can last for years. GroundFloor Media helps repair online reputations and one important aspect of managing a reputation is to be diligent about monitoring what is being said about you or your company in real-time. Below is a checklist to help determine how and what to monitor during a crisis and in the aftermath.

Read more after the jump…

The Trust Economy: Reputation as a Powerful Currency

Meet Rachel Botsman – a recognized thought leader who I recently had the pleasure of learning about through NPR’s TED Radio Hour. If you have 9 minutes I highly recommend the NPR interview in which Botsman discusses how trusting in strangers can actually fuel an economy.

Read more after the jump…

Nationwide Turns to Social Media to Mitigate its Super Bowl Disaster

Screen Shot 2015-02-04 at 10.59.10 AMI’m pretty sure everyone agrees that Seattle Seahawks head coach Pete Carroll is the biggest loser of Super Bowl XLIX. With just one shockingly bad play call, Carroll went from G.O.A.T. to goat.

But many people are pointing to insurance provider Nationwide as the second-biggest loser of Sunday’s Super Bowl. Its depressing Super Bowl ad aired in the first quarter of the game, and it was widely – and immediately – ripped to shreds. A decade ago, you had to wait for tomorrow’s newspaper to see how people responded. But Facebook, Twitter and other social media platforms give advertisers real-time feedback – and allow viewer opinions to quickly go viral.

Fortunately for Nationwide, its social media and public relations team quickly came to the rescue of its focus group-challenged advertising team. Within an hour of the ad airing, Nationwide released a statement online explaining the ad and took to social media to join the conversation. The company noted in part:

Read more after the jump…

The Power of a Sincere Apology

David LuizWhile the World Cup has come to an end, at least one message will endure for some time. There aren’t enough words – or tears – to erase the pain of a nation as Brazil was defeated 7-1 by Germany in the World Cup semifinals. However, a heartfelt, sincere apology by team captain David Luiz had to have been appreciated by his compatriots.

Often in times of crisis or defeat, it’s easy to point fingers at others and shun the blame. However in business, as in life, a sincere apology goes a long way toward taking the edge off of the situation.

Read more after the jump…

Crisis Communication Plan: How To Plan For a Crisis

Photo courtesy Orange County Archives via Flickr

Photo courtesy Orange County Archives via Flickr

As communicators with nearly 20 years of experience each, the team at GFM has seen almost every kind of communications crisis out there. From crises you can plan for – such as announcing a bankruptcy filing – to those you can’t see coming – like a natural disaster forcing a temporary business closure – there’s one common thread: having a tested crisis communications plan in place makes all the difference.

Whether you’re drafting your very first crisis plan or refreshing an old version, here are some tips for making sure your plan is comprehensive:

Read more after the jump…

How to Avoid the Blame Game and Defend Your Reputation

When brands, organizations and people are publicly attacked, oftentimes the first reaction is to point the finger at others and begin the blame game.  How people respond to cutting criticism – being defensive and whiny or responding with dignity and grace – can make a huge difference in how the public reacts and responds.

Under Armour and its high-tech, wind tunnel-tested suits came under fire and were blamed by some on the U.S. speed skating team for the lackluster performances by the American skaters. After the U.S. team blamed the new suits, many skaters went back to their old, winning suits (also Under Armour). Unfortunately, the athletes still failed to win the expected medals.

Read more after the jump…

How to Make a Great Customer Apology

Screen shot 2013-10-07 at 9.54.44 AMGroundFloor Media’s Gil Rudawsky wrote his quarterly article for the Denver Business Journal on how to best apologize to customers when things go awry.

He says apologizing is tough, particularly for a corporate entity. It means admitting something went wrong. From a crisis communication perspective, corporate mea culpas must be direct, honest and apologetic, and must outline steps to fix the issue. Rudawsky offers two examples, one from Microsoft and another from Booz Allen Hamilton.

Apologizing is tough, particularly for a corporate entity. It means admitting something went wrong. From a crisis communication perspective, corporate mea culpas must be direct, honest and apologetic, and must outline steps to fix the issue.

Read the entire piece here.

Taco Bell and the Need For a Social Media Policy

Taco Bell - Old logoFrom rats in a NYC restaurant to claims about not having actual meat in their beef and, now, employees licking taco shells, Taco Bell has weathered its share of social media storms. They are certainly not alone among high-profile targets that have to think about “when” rather than “if” social media will provide a vehicle for a large-scale public relations nightmare.

At GroundFloor Media, we often talk about how customers, employees and other key audiences are now not only content consumers, but how they are also content publishers. The latest incident at Taco Bell, in particular, highlights how employees – often a brand’s best ambassadors – can derail a company’s image in a matter of seconds.

How can brands protect themselves? While there is no fail-safe answer, putting simple, easy-to-understand social media policies in place and ensuring that employees understand them are two important (I’d argue imperative) steps for any company to take.

Read more after the jump…

Amy’s Baking Company: Social Media Lessons Beyond the Obvious

There are social media crises, and then there are “what on Earth are they thinking” scenarios. What we’ve seen play out with Amy’s Baking Company is clearly the latter. If you’re unfamiliar, one of the latest (and almost unfathomable) social media flubs played out this way:

  • The Scottsdale, Ariz.-based bakery appeared on the reality show “Kitchen Nightmares” (good start, right?)
  • The husband/wife ownership team was so difficult to deal with that Kitchen Nightmares decided to quit working with Amy’s Bakery
  • Social media comments began flooding in on the bakery’s Facebook page, and worse, Reddit (otherwise known as “the Internet’s Front Page”)
  • The owners of Amy’s Bakery began responding to all of the negative posts, mostly in all-caps, and often with foul language (i.e., “I AM NOT STUPID ALL OF YOU ARE. YOU JUST DO NOT KNOW GOOD FOOD”) Read more after the jump…