For every up, there is a down; every ego has its "alter;" every pro has a con; with Dr. Jekyll comes Mr. Hyde. The same is true for Web 2.0; that is, such modern technologies
as wikis, blogs and Second Life that connect people and allow them to interact with one another.
Often glorified as the second coming of communications - thanks to its golden touch for enabling conversation and 24/7 cycle - Web 2.0 offers many opportunities - but there are
many challenges, too. While learning how to harness Web 2.0's ample potential, communications executives should face its pitfalls, as well. After all, while the corporate America
of yore summons up images of suits, cufflinks and conference calls, its present-day manifestation has been digitized, and it's a jungle out there, peopled by unpredictable
bloggers and avatars.
If you have been having difficulty wrapping your brain around the realities of Web 2.0, or if you find yourself more of a victim than a champion of its inherent lawlessness,
take a deep cleansing breath. It turns out that the danger is often mere myth, and the reality isn't always so bad.
MYTH 1: Consumer-generated content and conversations are uncontrollable.
REALITY: You can't control how people feel, but you can control how they think - to a point. If people perceive your organization as dishonest; socially, morally or
environmentally detrimental; or just plain mean-spirited, they are probably going to take any opportunity they find to talk about their negative impressions. And word of mouth no
longer means from your lips to another person's ear; now it's your keystrokes to another consumer's computer monitor, and so on. Plus, the conversation is never restricted to
those who are within earshot. So, you're probably thinking: What is in my control, and how do I use it to my advantage?
PLAN OF ATTACK:
1. Know the difference between a legitimate critic and a "fire-starter."
2. Let fire-starters burn themselves out, and take legitimate criticism as an opportunity for self-observation and self-evaluation.
3. Communicate a thoughtful response to criticisms that evokes respect (which is not synonymous with agreement). This will make people think that, whether they agree with you
or not, you care about their opinions. It will likely make them feel better - or at least less inclined to complain.
4. Keep the corporate culture consistent and strong. Communicate it constantly. Reinforce said communications. Consider it preventative action: People are always more forgiving
if a misstep is the exception rather than the rule.
MYTH 2: Citizen journalists/bloggers/consumer-generated content creators are less valuable or meaningful than traditional journalists.
REALITY: In this Web 2.0 era, says Scott Wilder of Intuit, you must treat bloggers just as you would a Wall Street Journal reporter.
PLAN OF ATTACK: Wilder presents these tips for engaging bloggers, etc.
- Get to know them;
- Understand how they operate;
- Read their previous articles and/or posts;
- Know their hot buttons;
- Know their passions; and
- Know everything about the specific beat they cover.
MYTH 3: "Don't speak unless spoken to" is a new media best practice.
REALITY: The best way to control negativity is to take preemptive measures.
During the April 18th PR News Webinar titled "Building Community & Reputation Online With Social Media Tools"- and in an accompanying Cymfony white paper - Cymfony chief
strategy and marketing officer Jim Nail noted that, "Corporations often share a certain responsibility, not only for the emergence of aggression, but also for the short- and long-
term effects of such attacks ... Aggressive behavior is an opportunity for self-observation and self-evaluation by corporate executives."
With this in mind, communications executives must spearhead proactive measures for anticipating and assuaging acerbic cyber attacks.
PLAN OF ATTACK: According to the Cymfony white paper, "An Analysis of Aggressive Online Behavior Targeted Against Corporations, their Products, Services, and Brands," you
can:
1. Invite and engage critics. The best approach is to create the online outlets for frustrated employees and customers to offer their feedback in a constructive manner. Offer
an open door, ideally at your own virtual doorstep - such as feedback tools, discussion forums, rating tools - to facilitate constructive discussions about negative
experiences.
2. Create a response plan for each type of behavior. Corporations should take the time to think through responses ahead of time, creating a scenario plan for each type of
aggressive online behavior. The type, motivation, and media used must be evaluated in the response.
MYTH 4: Every negative posting does irreversible damage to your corporate reputation.
REALITY: As previously stated, there are critics, and there are fire-starters. The fire-starters will be viewed as such by the majority of the digerati, and the critics often
present opportunities for - gasp - reputation building.
PLAN OF ATTACK: If a blog post, a YouTube video or an online comment on a message board is negative but contains some constructive germs, here's how to take positive steps to
redress reputational risks:
1. Address it with an "official" statement - and don't forget to thank the critic for his/her advice (no matter how bitter a pill that may be to swallow).
2. Explain your next steps: e.g., how you will incorporate their advice, or how you plan on clarifying the misunderstanding.
3. Move on. Engaging in a continued back-and-forth will get you nowhere. Get in and get out - it's the best way to minimize damage.
SUCCESS STORY: During the PR News Webinar, Wilder recounted an instance where the company caught wind of a blogger complaining about his experience with the customer service
department. An Intuit executive quickly posted a response in which he apologized for the bad experience and offered an explanation, as the complaint turned out to be a
misunderstanding. The customer responded in kind, expressing his astonishment and gratitude for receiving an explanation.
CONTACTS:
Scott Wilder, [email protected]; Jim Nail, [email protected]