Jorge Zuiga Blanco discusses ways to prevent an online reputation crisis
An online reputation crisis occurs when there is a critical moment when a brand can be challenged on the network. But delving into the aspects related to this type of crisis may require us to delve into a large number of important aspects and factors. Jorge Zuiga Blanco, a successful businessman and marketing expert from Costa Rica, explains how to avoid creating an online reputation crisis.
It’s not just about avoiding an inappropriate image on such obvious topics as machismo, xenophobia, racism, etc. There are other topics considered white and likely to offend a large number of Internet users, such as football. A recent example is that of the airline KLM after the victory of the Netherlands over Mexico, with its Goodbye Friends #NEDMEX tweet, on Twitter. The flood of tweets from offended Mexicans forced KLM to apologize.
Think before you post on social media or run an ad campaign if what you’re going to post might offend any group, says Zuiga.
This practice carried out by certain companies on social networks or permanently invasive advertising is not appreciated by Internet users. Remember that it only takes one internet user to complain for the spark to arise and the protest to go viral.
If the crisis is triggered by one of your comments on a Social Network, do not delete it immediately. There will always be a user who copied the screenshot with your comment. If there’s one thing that’s quickly going viral on the net, it’s these screenshots of deleted comments.
They work like pouring gasoline on a fire. An error is not corrected by another error. The brand therefore hopes to control the onset of the crisis by removing this inaccurate comment.
In social networks, as in real life, it is normal to ask for forgiveness if we have made a mistake. People may become sympathetic if you apologize for your mistakes, but they won’t forgive you if you keep trying to justify them.
Adds Zuiga, At the first symptoms of the onset of a crisis, start communicating from the beginning in case you perceive that the outrage may have an informed basis. Do not wait for the subject to go further to answer.
Although we should start communicating from the beginning, as we have seen before, please make sure that any comments you make are based on correct information. Having to rectify yourself can be catastrophic in such delicate moments.
If you offer promotions or raffles, the basics must be clear and accessible to everyone. Many companies use social media promotions or sweepstakes to attract new followers. Make sure the basics are clear and within easy reach. Failure to do so can lead to a crisis.
Always be polite even if you don’t like what you read. That someone addresses a brand badly, will never justify to the rest of the Internet users that we act in the same way to answer them. With this type of performance, the only thing we will get is to rain criticism.
Do not expect the network to be in solidarity with you even if you have not engaged in the dialectical battle, because between a company and an Internet user, the network will always position itself on the side of the weakest and it will always be the Internet user. .
Take it with humor when it comes to humor. That companies have a sense of humor in social networks, brings them closer to Internet users. The language to communicate in social media is more casual than the one we use in traditional communication channels.
About Jorge Zuiga Blanco
Jorge Zuiga Blanco is a leading e-commerce expert who has provided his services to growing organizations around the world. He has a diverse background in industries under his belt, which gives him the ability to build relationships and contribute to business owners in a variety of markets. He has over 20 years of experience in the e-commerce industry and for the past nine years has dedicated his expertise and knowledge to helping leaders and managers grow their business.
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