From rumor to disaster: Errors of brands in the face of online reputation crises
The learning related to the management of the crisis in social networks and the identification of the side effects derived from a bad practice, place us again and again before reality; prevent through honesty, transparency … “things well done” is the most efficient formula to prevent an explosion.
And although it seems easy, the frequency with which the outbursts of crisis in social networks are repeated, invite us to reflect on why brands are unable to anticipate the explosion of a crisis. Why do not activate the mechanics necessary to stop a possible fire at the slightest rumor?
When a brand accesses the social fabric, it must bear in mind that it transforms its nature to social and public. But you should also know that the reputation of your brand, depends on the satisfaction of users who now hold the power of recommendation.
We need to know our objectives to our internal and external clients and the policy of our brand. We have to properly plan our marketing strategy before launching ourselves into the social fabric, it is essential to manage properly from the rumor, before the disaster occurs.
The client does not receive what they are looking for or lack quality
Crises in social networks occur because users are dissatisfied, consider that there is no coherence between the message of the brand and their actions or they are not being listened to.
They are also produced the more influential we are, by the typical envy of trolls that can not compete in quality and seek the popularity of the critics but and although we should not underestimate them, they are not the ones who cause disasters in the reputation of the brands.
The slogan is clear: If you enter the networks, you must do things well. Listen, talk, deliver what they ask, recognize your mistakes, assume your responsibilities, train your clients (internal and external), transmit passion, history, emotion. Put aside your corporate messages, consumers seek emotions, what is the one that defines your brand?
Lack of reaction to rumors
It is more than evident that in a model based on trial and error, in which the learning is acquired in a self-taught way derived from the interaction, the errors are normal and are not those that cause an impairment of online reputation. The way we face them and solve them, is what can cause disaster.
The signals that launch the networks when something is not working well are produced with the speed of a tweet, brands do not have control over consumers. Only when the commitment is real can the error be identified and reacted on time.
We do not learn from experience
When we stop an incipient rumor, when we are able to adequately manage a crisis in social networks and this becomes a positive experience for the brand in terms of trust, the work of crisis management has not ended. We enter the phase of analyzing the lessons that the experience has left us.
We must be able to identify the problem, the areas and departments involved, the failures in the processes or the strategy mistakes.
Through the study of a crisis in social networks, we obtain the necessary information to address a rethinking of our strategies , processes and actions, adapting to what customers expect in their relationship with our brand.
Finally we can say that, we must not fear the crisis, we must fear our “deadly sins” who always find a way to come to light … the consumer today, is not deceived.
A simple rumor should be enough to unleash the alerts. The Community Manager should focus on inquiring about it and the reasons why it is occurring, putting in place the measures it deems appropriate before the disaster is imminent and may damage the brand and himself. Underestimating the power of consumers, is still the big mistake of brands in social networks!