Effectively Manage Your Brand Through Social Media

We’re sure by now, that many of you have heard about British Petroluem’s (BP) fake PR account on Twitter (@BPGlobalPR). The account, which now has over 10 times the followers of the real BP Twitter account (@BP_America), has gained internet notoriety for its satirical criticism of the way that BP has handled the Gulf oil spill crisis, and despite attempts by BP to get the fake account shut down, the account remains active. Why? Because according to Twitter  the account is classified as a parody and therefore doesn’t infringe upon BP’s rights.  

Unfortunately for large corporations, Twitter has the power to not only highlight a company’s successes, but also open them up to the opportunity for customer criticism on a large scale, exhibit A and B being the new parody for AT&T (@ATT_Wiresless_PR) and the fake Steve Jobs account (@ceoSteveJobs). Since the release of the new iPhone 4, and the slew of problems and customer complaints that followed, AT&T, the iPhone 4-carrying company, and Apple have come under some serious social media attacks most of which have been leveled at them via Twitter and other social media.

Seems a little intimidating right? Well, before you all get scared away from using Twitter or any other social media site altogether, we have some tips for you on how you can manage your brand and handle a crisis successfully through social media (and hopefully avoid getting your own parody account in the process).

1. Be Transparent. Being authentic and genuine with your social media audience all the time can ensure that they trust you during a crisis. Building and creating trust on an ongoing basis can help you to manage a crisis when it arrives.
2. Address issues quickly. It’s important to take the time to consider carefully how you will respond to criticisms, but don’t take too long! Leaving criticizers to stew over an issue only makes the situation worse. Respond quickly and honestly and you should be able to calm an issue before it gets out of hand. 
3. Don’t be afraid to apologize. Every company makes mistakes every once in a while. The best way to deal with them is to acknowledge the issue, take responsibility and apologize. 
4. Make it up to them! When an issue does occur, make amends! Saying sorry isn’t always enough. Sometimes a situation requires proof of your contrition and your willingness to regain your customers’ good will. 
5. Listen, but take comments in stride. It is important to remember that there are dedicated customers out there who will complain in a genuine crisis, and then there are those who just like to complain. Not all criticism is constructive and recognizing the difference is an essential aspect of brand  and customer relationship management.

Posted by Amberlie Denny at June 30, 2010 8:00 AM

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