Dear Blogosphere: How Should Companies React to Negative Blog Posts?
January 29, 2007 by Sean Kelly
Filed under Business
The Blogosphere: It sounds like something from a Star Trek episode. And it’s just as strange to business owners or corporate marketers who find themselves beamed down onto this odd land, and have to deal with its peculiar inhabitants: A species of beings called Bloggers, who subsist almost entirely on caffeine, traffic stats and a local delicacy known as memes.
Not unlike the planets that Kirk, Spock and the perpetually doomed Yeoman Johnson explored, the Blogosphere looks like the world regular business people are familiar with, but with some very different rules, customs, practices and laws. And Bloggers are like those big, weird colorful flowers that appear every few episodes… the newcomers aren’t quite sure whether they’ll emit nectar or poisonous gas.
Recently, a franchise company named Cuppy’s Coffee found itself grounded on the weird surface of the blogosphere, on this very blog in the b5media constellation, and at the center of a controversy it would like to go away. This has prompted Franchise Pick to attempt to communicate with some of the leaders of the Blogger population, and ask them what companies should and shouldn’t do when it comes to damage control on the Planet Blog.
And while this might seem slightly off-topic to franchising, it does fit with our five-year mission to go where no franchise marketer has gone before, and, we’re pretty sure, is in keeping with the Prime Directive.
When negative, inaccurate or disagreeable things are said about your company on blogs, what are the best actions to pursue? And what are the worst blunders to avoid?
FEEL FREE TO LEAVE COMMENTS or email me at info [at] ideafarm [dot] net.
Well, if inaccurate things are said online in any venue, a company should unquestionably correct them. If they are particularly grevious, then it’d be time for a phone call to the blogger or even a Cease and Desist from an attorney. If it’s an opinion that’s negative, however, then there are fewer possible answers. One I recommend is to at least have someone from the company post a public response – probably on the blog in question – that acknowledges awareness of the criticism. Doesn’t mean you agree, doesn’t mean you’ll even fix it, but at least they’ve been heard.
It is worth pointing out, however, that cranky people with influence might or might not be important to a company, and that many bloggers frankly overestimate their importance in the business ecosystem, at least in my opinion. Companies need to do what’s right for their business and their future, not necessary placate each and every unhappy customer.
Good points, Dave. Does anyone think that this it’s a good idea for companies to have active blogs for just this reason…? So that when an issue arises they already have a natural vehicle for addressing the issues… as well as a relationship established with the blogging community?
Robert Scoble has an interesting post about this:
http://scobleizer.com/2007/01/30/apple-pays-bloggers-legal-fees/
Guy
These tips were included at the end of the press release issued by Cuppy’s new PR firm.
FIVE WAYS TO AVOID THIS SITUATION!
1. When such a transaction takes place, produce via a professional source a very thorough and concise press release explaining the deal.
2. If facts and/or dates are confusing, put together a precise timeline of events with bullets representing each step.
3. Make sure your facts are consistent and delivered by a spokesperson who is preferably an officer of the company.
4. Do not “dodge” questions. Answer them in a very clear and concise manner. If there are matters you choose not to discuss, have an answer ready such as “we are not prepared to discuss that matter at this time”. Then offer to get back to the reporter eventually with a proper answer.
5. Once negative items are revealed in the press, or accusations made by others, answer these with ONE clear statement stating your position and the facts.
Do NOT get into a “match” with the accusers, constantly going back and forth making claims and denials. One dignified statement should suffice. After that if it truly becomes an issue of libel or slander, it is time to speak with your legal counsel.
I have a couple columns that have blog style places for readers to respond and I feel as long as it is constructive, any feedback is good feedback.
Actually, while I’m at it, perhaps a shameless plug is in order, but I promise it isn’t without merit.
Anyone interested in franchising or franchise opportunities should check out, http://www.franchisegator.com
I guess all this makes sense but when you’re facing the issue, you may not want to answer ALL questions