So many marketers talk about conversations, engagement, interaction, and relationships. They’re definitely, great buzz words, and a necessary part of social media; but I think many people forget the second part of, “guiding the conversation.”
Because of social media, a brand does lose control of their message, but they can and should try to frame the conversation.
What Does Guiding a Message Mean?
The Internet has created a space where people can talk and say whatever they want unfettered. For brands, this has create an interesting dilemma.
On one hand, consumers are able to say whatever they want about a brand, positive or negative. On the other hand, businesses are able to reach and broadcast to new consumers.
The problem arises when a conversation runs unabated, and with no context. This is where guiding the message comes into play.
It is the brand’s duty to be aware of any mentions of the company, and offer the necessary information to help readers make better sense of what’s being said.
How Do you Frame a Message?
When a conversation that needs context does come to fruition, it makes the most sense to try to catch it early.
If a blogger writes a story, you can leave a comment, calmly explaining the situation. Don’t forget that, at this point, customer service plays a big part. Why is this consumer unhappy? What can we do to remedy the problem?
Also, consider emailing the blogger and try to create a line of communication to help ensure the correct information is being spread.
Sometimes, you won’t be able to catch the mention before it becomes a conversation in the blogosphere. If you see many bloggers writing about a story, that may be factually incorrect or being spun in a negative way, responding on the brand blog can be the best response.
Tell the truth, without calling out individual bloggers. Putting the story in perspective or filling in the correct facts, can change negative buzz into positive buzz.
In the end, making sure you are vigilant for mentions that need to be placed in context, is your first line of defense against a negative conversation.
Consumers connect with honesty and truthfulness. Offer them facts when framing a story, and they’ll connect with you. Don’t bullshit your customers – otherwise, expect them to throw it right back at you.
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{ 2 comments read them below or add one }
I think honesty is always the best policy, but I doubt very much that some major corporate giants would even care, or be in a position to tell the truth.
A bit pessimistic I know, but my experience is they don’t generally care about individual grievances, until the press becomes involved.