Manage your image on social networks

The political and economic events of recent years have clearly demonstrated this: the social networks they have found their place as channels of information. We cannot ignore this phenomenon if we want to communicate effectively, just as it would be unconscious to minimize the impact of word of mouth on social networks. You have to communicate there, but also make sure what people say about you.

If today brands try to take over social networks, not everyone achieves the same success. If Coca-Cola is doing very well, others have taken the turn clumsily. To be honest, this is still a young medium that requires us to take the time to understand all the mechanisms and mistakes along the way are therefore understandable.

Before this, a brand could more easily control its brand image. He communicated this image and people received it. Depending on your industry, a newspaper or magazine might say good or bad things about you, but generally the impact hasn’t been too significant. The consumer participated very little in this communication. Today we talk about electronic reputationa new word that designates the identity of a brand or person associated with the perception that Internet users do through forums, websites and social networks. Here are some textbook cases and some advice at the end of the article to learn how to manage crises.

It is therefore a completely new phenomenon that we are witnessing today. Some brands have paid the price. Mac Donald’s, which however manages its profile very well Facebooksuffered a great disappointment Twitter. Confident in the loyalty of his customers and his own brandthe Burgers brand allows Internet users to tell their best Mac Donald’s stories through the hashtag #McDStories.

Far from attracting beautiful and touching stories that would fuel their narrative, this hashtag was taken over in a few hours by negative comments of all kinds recalling the taste and nutritional qualities of their burgers. Even though McDonald’s immediately abandoned the hashtag, it continues to be used today and is certainly one of the most beautiful demonstrations that you need to carefully think about and analyze before embarking on a campaign of this type. Other brands have borne the brunt of such reversals in the United States.

Closer to home, Cora stores, in late 2011, attempted to reverse the image of a declining brand with the help of a viral video. A cashier was threatened with dismissal after getting a ticket for a free burger (could this become a #McDStories?) left behind at the checkout by a customer. Picked up by the media, this story moved the French and a few days later, Cora withdrew the complaint for fear of seeing her image tarnished. But the damage is done and social networks are already very talkative. So Cora invites her employees to make a video in which they will show what it’s like to work at the brand. The video was quickly edited, captioned “ Life as Cora is above all this… » and broadcast on YouTube and Facebook. The video, which was supposed to be viral in a good way, in which the stores tried a sincere approach, was immediately criticized by Internet users, created a sensation and aroused many suspicions (the employees were indeed free to speak, if they were not chosen by the management). What was supposed to be an attempt to take control of the brand’s image ultimately tainted it further. Don’t try to suffocate the fish, solve THE problem everyone’s talking about!

In October 2013, a serious accident occurred on the “Pirates of the Caribbean” attraction at Disneyland Paris. A child escapes his father’s vigilance and finds himself trapped under the boat before it comes to a complete stop. I will not go back to the incident that the media talked about, but to Disneyland’s reaction. What interests us today is the way in which visitors transmitted information on social media, Twitter first and foremost. Within an hour the information circulated and the mainstream media seized upon it. Yet nothing about the accident in the park’s communication circuits. What’s worse, the Twitter account continues its short life and broadcasts promotional information and information about fun activities at the park. Only 5 hours later the management intervened via social media to provide some information.

Apparently we can’t blame the Park for the accident, but it was their lack of communication that almost cost them dearly. Once you engage on social media, silence is no longer an option.

If as a business, blogger or organization you decide to be present on social media, do it well. Furthermore, do we still have a choice today? We remember Coca-Cola creating its Facebook page because others had done it for them.

THE means of social communication provide incredible proximity and responsiveness that increasingly encourage companies to migrate part of their Call Centers and after-sales service to these networks. We also know that Internet users can feel invincible, we see it in forums, in blog reactions, rightly or wrongly, people complain, and often harshly.

First of all, be on guard. See what people say about you. The most important thing when faced with criticism, when faced with negative comments, is to respond quickly.

Don’t wait for a review to get lost in the sea of ​​other tweets! Reactanswer questions, invite people to contact the relevant department, if it is a misunderstanding, calm down quickly.

Be one step ahead! Try, as much as possible, to imagine the reactions of your followers or fans. Indeed, social networks represent a large community, but we often find the same types of reactions. try to anticipate them by avoiding messages that could «tickle» your community. Also have a crisis plan for any situations you can’t predict.

Have real contact. It’s flattering for Internet users to see that you react to their comments and this often helps to defuse a complicated situation. Also, another tip: don’t just react to negative comments, create a bond with your followers!

Never delete a negative comment! Yes, I know, the temptation is great. With one click you can get rid of this unfair comment! But be careful, doing so risks alienating even your most fervent defenders.

And you, how do you react to comments on the internet? How much time do you spend on social media? What are some tips for calming the most delicate situations?