Crisis? Act quickly, but keep calm
It has happened, and you can't go back. Now it's time to start. That is the spirit with which a reputation crisis must be addressed, and one of the ways to act in this regard are social networks. In fact, the crisis may have been created In the networks themselves, although also outside them.
In this article we explain to you How to manage a reputation crisis in social networks, clarifying in the first place what is exactly such a crisis.
As Social Media specialists, We have solved critical situations that our clients have lived, so we inform you about how to implement a strategy to minimize their impact on the public. We will also show you examples of how NO A reputation crisis must be managed, because it is essential to get riding the shot, so as not to generate a greater evil.
Table of Contents
What is a reputation crisis and how does it originate?
A business reputation crisis occurs when a specific fact, or a series of them, negatively affects the public image of a business, and to the perception that consumers and possible shareholders have of the brand, among other people.
This kind of conflict destabilizes To the company, to a greater or lesser extent, but if it is serious, it can compromise credibility built year after year. Consequently, it can cause a Notable customer loss And, if not properly and on time, long -term damage in prestige.
On the other hand, and what we are going to tell you is closely related to the theme of this post (how to manage a reputation crisis in social networks), we must take into account that The propagation rate of information in networks makes a reputation crisis I can climb quickly.
But what can be The causes of a setback of these characteristics? We show you the main ones:
- Misleading advertising
- Serious failures in products or services
- Bad behaviors to employees, who can transcend
- False news
- Scandals linked to entrepreneurs
- Cyber attacks that affect customers
- Competition problems
- Comments and negative publications on social networks, which They can become viral
- Public criticism of dissatisfied customers
- Ethical or moral controversies from statements from outstanding members of the company
- And even campaigns organized by detractors
The strategy to minimize the impact of the crisis
There is no unique formula if we talk about how to manage a social networks reputation crisis; The key lies in combine different measures. But everything must be planned according to a strategy, with a clear focus. In the first place, and as alert, it is very advisable to make a constant networks of networks own and external, in order to detect negative mentions or potentially harmful publications.
Secondly, as prevention, you can also do drills and training For your team to be prepared to act firmly and quickly if a real crisis ensues, so that the management is effective.
What to do next
Once the fact has occurred and the tensions unleashed, the priority is to keep calm. AND, From that serenity, "put the batteries" according to the designed plan or, if there is not, following the orders you establish. And now the crucial comes: responds immediately, being honest and coherent, and assuming responsibility (the one you have on the matter, or even more) and explaining The operations that are being carried out to solve the problem.
Even more important is to demonstrate empathy and sensitivity towards those affected, if the case has directly harmed a group of people. And always communicates with the greatest transparency and humility Possible, what in any crisis reduces the negative impact on public perception.
Avoid "throw balls out", especially with aggressiveness. Do not take your teeth with direct attacks and accusations, or transmitting highland, since it can be counterproductive. If your company made a mistake, contend it and apologize. Think that a good approach to the matter It can also be an opportunity to win followers and Increase positive interaction on your social networks.
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How to respond to negative and critical comments
Criticisms can be very destructive. In that sense, it watches very well Twitter or X, since there are no filters on that network And where, perhaps, the damage can be caused. The response time is a value; reply immediately, or within the first 24 hours, to demonstrate your commitment to the emergency and prevent the situation from worsening on its own.
You never answer from anger or impulsivity. Use A kind and professional tone, even if the comments are provocative or consider them unfair. At the same time, he tries not to respond vaguely, but with statements clear and aimed at solving the problem.
And if a certain comment requires an in -depth treatment, it invites the user to continue the conversation by direct message, mail or telephone.
The application of these tips can overflow if the crisis does not stop extending. In that situation, we recoded that You contact us so that we implement a large -scale strategy that exceeds the conflict.
Examples of crisis well (and bad) managed
Toyota, 2009
It all started with an accident in California, in which the accelerator of a car of the Toyota company remained stuck, and the driver died. After that, a uncontrolled acceleration In some models, and the brand announced that it would review millions of vehicles in the United States (after pressure, yes, of the agency that controls road safety in the US). Finally, he used a good strategy: he removed the affected cars, apologized and created a compensation fund for victims, in addition to improving your quality controls.
Inditex, 2011
The multinational inditex withdrew that year from the market a collection of Stradivarius firm t -shirts before an accusation of plagiarism. He also emitted public apologies and became strong on the networks. In parallel, he informed the press that he had contacted the fashion bloggers to which he had supposedly copied his designs. Although the business giant reported that the garments had been bought from an external supplier, knew how to manage the crisis and He reiterated his apologies.
Let's now see two stories that, on the contrary, stand out for the Bad management of its protagonists.
Odebrecht, 2014
One of the greatest cases of bribes in Latin America. The construction company Odebrecht denied and minimized the scandal For years, after knowing publicly in 2014, which aggravated the impact -legal and financial as a reputational -leading them to bankruptcy and loss of confidence in many countries. In fact, the incident splashed the political class, and the huge corruption plot ended the suicide of the former Peruvian president Alan García.
Nestlé, 2021
Not as severe as the previous one, the food company suffered a crisis that did not know how to cope with the necessary speed. In May 2021, the Financial Times published a report (internal, filtered) that indicated that 60% of Nestlé's products were unhealthy. The main mistake they made was the slowness in his response, and although the official statement was solid and did not denied the information, the Initial silence He made speculation and criticisms grow.
Conclusion: Excuses and mutism are not good allies
Before a reputation crisis, the Pilar to know how to manage a social networks reputation crisis is to follow the indications that we have given, designating an internal crisis management team or advising you with experts external like us so that we can help you in a forceful way: in our AMESB agency we have a long experience in this type of business turbulence.
The confusion of the moment can lead you not to act properly, or to shut up or excuse you When you should pronounce and give off honesty before public opinion. Put in your place, in your audience, to reflect that your opinion cares and that Your business listens to your customers and users.
Has this article interested you? You can also read the previous one published in our blog, where we talk about How to attract customers with a value content blog.
