When we talk about a reputational crisis, we are referring to an unforeseen situation. Generally born from criticism or negative comment from a user that spreads quickly and leads to a drop in the trust that users have regarding a company or brand. On occasions, this type of crisis can end up having a negative impact on a company’s ability to move forward, causing significant losses. For this reason, we want to talk about how to deal with a reputational crisis in digital media so that you can reduce the impact of the crisis.
Why is a reputational crisis generated in digital media?
As we know, today, the image that people may have of a brand has a lot to do with the purchase decision they end up having. As time passes, it is increasingly common for users to go to the web before choosing a brand for a purchase or contract. Based on the comments they read when choosing it. In this sense, both negative reviews and negative comments from customers on the networks or in digital media can cause the user to move away and opt for another competing company.
Nowadays, if a user makes a complaint or a negative comment about a company on the Internet, it has a high power to go viral. And, many times, the viralization of comments ends up reaching the digital media that take them and turn them into the news. For this reason, paying attention to what is said about a company on all platforms, including digital media, through proper monitoring and social listening, is key to preventing a crisis.
The keys to adequately facing a reputational crisis in digital media
As we have said before, social listening is one of the first keys to facing a reputational crisis in digital media. It is the tool that will allow us to detect in time the negative comments that may appear. With the main purpose of taking remedial actions and increasing the chances that customer demands are satisfied and complaints are withdrawn. But, in addition, it is necessary to take into account other points:
Along with the monitoring process and social listening, risk auditing is essential in order to be able to contemplate, in advance, the situations that can lead a company to a reputational crisis. It is a way of determining different possible scenarios, in order to take the corresponding actions to reduce the possibilities of crisis. In addition, these scenarios can be taken as a starting point to choose the most appropriate tools and modes of action according to their characteristics.
A mistake that is usually made when facing a reputational crisis in digital media is to go out and speak immediately and without preparation. Although it is true that it is essential to give an answer and not try to hide the situation. However, it is very important to be prepared and know what to say, in order to mitigate the negative effects of the crisis. What will allow this to happen is a previously prepared action plan. In which the potential risks, the most effective responses, and the people in charge of providing those responses are indicated.
Hand in hand with the above, every company needs spokespersons who can come out to give concise and clear answers in the event of a reputational crisis. However, in order to generate trust and stability, it is very important that company authorities be chosen who can come out and “show their faces” in front of the media, in order to demonstrate reliability and seriousness in resolving the issue. These, in addition, must follow a clear discursive line that remains the same in all media, showing a consolidated message from the company.
At 202 Digital Reputation, we are specialists in digital reputation management and in crisis management and management. We cover all the steps of this, reducing its impact and accompanying the brand in the recovery of its good image. Contact us and find out much more about it.