Cision recently hosted a webinar “Don’t Feed the Trolls: Building a Plan to Mitigate Negative Social Interaction” in which reputation management experts Sam Huxley, Lauren Melcher and James Rubec broke down how businesses can identify, reshape and improve their current crisis response plans while still empowering employees and lifting company morale.
The core of this discussion dealt with the importance of focusing on all obvious possible issues a brand can encounter, but also the curve balls than can hit a company hard if they aren’t prepared. Having a process ready in advance, even if just a rough outline, can help solve problems quickly and get answers with greater efficiency. Another smart move for companies to make is to watch how their competitors handle a crisis, and possibly gain a competitive advantage if they continue to struggle as the crisis subsides. See the webinar in its entirety here.
When brands find themselves in a social media crisis, what makes or breaks them is how they respond. Many times, reputational attacks over these digital mediums are from those who crawl out of the dark corners of the internet whenever a social media crisis comes across their radar – that’s right, we’re talking about trolls.
While it’s normally considered “best practices” to always respond to your followers’ comments and questions in a timely manner, trolls should not be considered among your normal follower base. In short: Don’t Feed the Trolls!
I found the biggest takeaway from the webinar to be that sometimes the best thing a company can do with negative comments is to ignore them, especially if those comments have very little real impact on your brand.