How to: recover from a social media disaster (part 2)
- Kate Hennessy
- 3 November 2009
Photo credit: Getty Images
When media and marketing website mUmBRELLA
published news
about a company hiring staff to make positive statements about it on blogs, a flurry of outrage ensued. The majority of the 200 comments posted over the next 48 hours found the method of fake personas contrary to the spirit of social media.
But according to Sean O'Byrne, integrated communications director at Mark Communications, it's not a rare occurrence.
"Companies do use aliases to disguise their identity," says O'Byrne. "They might pretend to be an individual who's just wild about a certain product, or not be honest and open about who they are in a forum."
It's known as ‘astroturfing' - a phrase that links AstroTurf grass with the concept of fake grassroots activity. However, astroturfing on social media is a case of new technology, old problem. Companies, politicians and public relations groups have long been using fictitious personas or front organisations to boost sales or improve their image.
Several companies over the years have published fake blogs - known as ‘flogs' - in the misguided hope they will improve their brand image. Walmart, Sony PlayStation and Mazda have all suffered high-profile flog failures. The temptation appears to be strong. After all, it's so easy to sign up and start anonymously spruiking.
So, how do you resist the urge? And how can you make sure your staff play by the same rules?
Fake personas
If you're not honest about your identity, is it a case of ‘it ain't a crime if you don't get caught'?
Possibly. The problem is, you will.
"If you pretend to be someone else, communities and individuals will sniff you out and it will usually blow up your face," says O'Byrne.
Mike Crebar, creative director at digital agency Pusher, is
equally blunt: "People are endlessly inquisitive and will always find out."
Remember, if you're open and honest, it's fine to represent your company's product or services. Consumers expect brands to be in the same social spaces - they just don't like being deceived.
1. Examine who's managing your social media activities
Don't assume your marketing boffins understand the differences between social media marketing and traditional marketing.
"Professional marketers are trained to distribute highly controlled and contrived brand messages usually via a one-way monologue," says O'Byrne. "Social media is quite the opposite. I would never recommend a pure marketer [be] directly involved in implementing a social media campaign unless they have positive experience doing so."
2. Already been caught flogging or astroturfing?
Be upfront, say you lied and issue an appropriate response with an apology, says Crebar. And act fast, because online networks will.
"Consider explaining that your social media policy is yet to be drafted, which you've just proved," says O'Byrne. "Say the recent situation has prompted you to act on this."
3. Follow up and draft a policy
Demonstrate you have learnt from your mistakes and, where appropriate, publish the relevant parts. You'll be following in the footsteps of larger companies who've had to do the same thing.
"Quite a few major consumer brands have been forced to work hard to regain respect and a position in the social media dialogue after such breakdowns in trust," says O'Byrne.
Renegade staff
Crebar and O'Byrne agree that one person, or team, should manage the social media efforts of a small business. This is important in terms of quality control and policy but also helps build personality.
"It's no good having 15 people representing your brand because you'll never develop an individual voice," says Crebar. "It's going to be a faceless conglomeration of several people's thoughts."
Establish a distinction between your company's blog and the personal blogs of employees.
“Professional marketers are trained to distribute highly controlled and contrived messages usually via a one-way monologue – social media is quite the opposite”
"If a personal blog overlaps into a professional area, there needs to be more control and training to make sure it stays on message," says O'Byrne. "Even the most well-meaning employee might put their foot in it - especially if the dialogue becomes heated or they're trying to defend the brand."
1. Decide who represents the company in social media
Don't choose people who are inclined to rely on corporate positioning, says O'Byrne.
"People don't want to hear a CEO sprouting key company messages, or a marketing manager talking marketing jargon," says O'Byrne. "But they may want to hear the views and predictions of a product developer, for example, as part of a provocative and open discussion."
Allow approved individuals to become bona fide profiles and get one-on-one conversation going. Try to appoint someone who knows your product or service, and intuitively understands how your customers communicate.
"If you're a surf company, a person who surfs is a good place to start," says Crebar.
2. Draw a line between openness and corporate responsibility
Social media is about opinions, so you want to be brave but not pick fights.
"Speak the language but don't overdo it with too much slang, for example," says Crebar.
If your employees are blogging about matters related to your company, Crebar recommends a disclaimer that states the content is their personal view and not that of the company.
But remember, a disclaimer will not prevent brand damage.
"Many consumers wouldn't care about the disclaimer - they would only see the brand behind the voice," says O'Byrne. "You shouldn't allow your employees to say anything about your brand or company that you wouldn't want splashed across the front page of the next day's newspaper."
3. Communicate your social media policy to employees
Explain you want a consistent voice and put them in touch with your social media trained staff member. Employees can be the eyes and ears for this person but must understand they should not respond on behalf of the brand.
You can make employees personally liable for negative outcomes that ensue if they decide to openly represent your company - after seeing your guidelines to the contrary - by writing it into their employment contract, says Crebar.
If incorrect or inflammatory information is spread by one of your employees, immediately talk to the responsible employee offline. Ask them what their objective was and try to resolve the issue without laying them off. Provide them with the correct information and ask that they personally revoke their statements.
"See if they can help you reverse the damage," says Crebar. "Unless it comes directly from that person it risks appearing like a cover up." #
