Recently one of my Facebook friends posted a photo of a woman at a concert wearing a see through blouse by Roberto Cavalli. Obviously a fake one but that is not the point. After few hours he had over 30 comments ridiculing the woman. At first I thought it was funny, but then it crossed my mind, who gives him the right to post photos of people that he doesn’t know and on top of that he ridicules them and makes them a laughing stock. He is not the only case. Daily I see people slamming people they don’t know on Facebook. And not just people but also brands. I believe in freedom of speech but what is enough is enough. Has social media made us crueler or it just emphasizes our cruelty more than other mediums?
Experts say that social media and tools such as Facebook helps brands communicate with their customers. This is right, to a certain extent. Never before we have been able to praise or criticize companies on such a personal level. Few years ago you would write a letter to a company complaining about their products or their service. Sometimes you would receive an answer and apology and other times you would completely be ignored. Today, you can just go the company’s facebook page and post whatever you want. You can praise them, criticize them, whatever. You as a customer have the right to say whatever you want. And here lies the problem! Who gives you as a customer the right to say whatever you want? Who gives you the right to open a group with a name I Hate (Company Name)? Who gives you the right to publicly criticize a brand continuously? The answer is simple. Social media gives you that right. But when is “evil” speech simply enough?
Do not get me wrong, I am not trying to limit freedom of speech in the social media world. My point is that in the social media world we need to follow some basic rights of communication. I am sure that 99% of you would not go to a store and just start criticizing a product just because, for no reason whatsoever. I am also sure that 99% of you would not go to a person on the street and say to them they are dressed like a prostitute. So, why are doing it online then? Is it because no one can see us? Is it because our online personality is stronger than our real personality? We all know our versions of the answer.
I have worked with several global companies that have been bullied in the social media world. I am not talking about the type of companies that have their products manufactured in China by children or oil and Gas Company that has destroyed an entire wildlife. I am talking about normal, midsize companies that have no reason whatsoever to be bullied (by my opinion). So, if you are a company that is being bullied how do you defend yourself? Do you just let people talk and think that even bad publicity is a good publicity or you fight to protect your reputation? If you go for the first option you are doomed. If you decide for the second option here is my personal advice.
1. When someone criticizes your products on your facebook page, reply to them. Do not leave their comment unanswered. Apologize and try to find a solution to the problem they are experiencing.
2. When someone constantly criticizes and slams your products on your facebook page and you know you have done everything in your power to make this customer happy, BLOCK THEM. I know many would say that I am being too cruel but you have to. Before you block them just write to them that they are disturbing other fans and their behavior is considered inappropriate. And please don’t say that you would never do this. We all have done it. We have blocked fans. Not because we did not want to bother with them but simply because they complain just for the sake of it. Think of this like going to a movie and there is a person constantly talking on their phone. What are you gonna do? Apologize to them? NO. You will ask them politely to be quiet. If they continue talking you will complain to the manager. Social media is the same. Your facebook page needs to have a certain environment. You cannot allow unhappy customers to take over. But as I said, before you do anything drastically try to talk to your customers.
3. When there is an anti group about your company, try to find the group owner or just simply become a member of the group. Try to understand why they are not being happy with your company, with your product. Engage them. Do not just report the group immediately. Try your best to resolve the situation. If this does not work and your brand is continuously attacked, report the group. You have to do this. You have to protect your reputation. And again, please don’t say that I am not allowing freedom of speech. Everyone should be treated with dignity and respect. If someone offends you on the street or a group of friends spreads gossip about you, are you just gonna let it stay like that or you are going to confront them and talk to them about it. I am sure you will try to resolve the situation.
4. Bloggers. I love some bloggers. Some I don’t. My friend Alastair Campbell says that bloggers need to stop thinking that they are experts. They are not. Do I agree with him—no! No I do not. But at the same time, I am asking myself, would I believe the expert opinion of a blogger? Sometimes yes, sometimes not. Think about it. Bloggers are good writers and they can come up with a good content, but are they experts? So, what do you do when a blogger continuously slams your products? Again, talk to them, communicate with them, ask them why. Get their feedback. Do not ignore them. They are more powerful then you think and trust me, you may not believe that they are experts but the new generation of shoppers does. With bloggers my experience is that in the 99% of the cases they will apologize and will give you a chance to work the things out. They are good guys. Now, there are also the other ones, they simply hate your brand and whatever you do this they will not like you. That is fine. The key is to talk to them. Once they know you, they will still continue slamming your brand but it will be milder, trust me on this.
5. Last but not least. Always be a gentleman and a pro. They can say whatever they want, if the bigger percentage of your customers is happy with your products, you got the upper hand.