Smart Response Doesn’t Fan The Flames

December 22nd, 2009 by Kirk Skodis under Customer Service, Response, Social Media
Companies can answer customers publicly, but still contain the blast radius by responding only to customer directly vs. a big statement on company website, etc.
Something goes wrong. Doesn’t matter much what it is, but the social media pit bull has an iron grip on it and as usual, it’s Friday night.
What do you do? Here are your options:
1. Ignore it because statistics of overall awareness of these tempest-in-a-teapots show that your customer-at-large will never know.
2. Assemble legal and public relations teams for emergency meeting to hammer out a statement (which will take until Monday or Tuesday).
3. Show your social media stripes by apologizing via every channel you’re participating in, including posting the apology on your .com homepage.
4. Respond directly to the trigger-customer via comment (blog, Facebook) or  Direct Message (DM, on Twitter).
The best option? Let’s start by tossing out #1 and #2, assuming you want to stay in business. Next, #3 seems to be the newly enlightened approach that oftentimes backfires by fanning flames and raising unnecessary awareness.
Ah ha! #4 has the right stuff. Identify the trigger(s) and respond with an apology, explanation and a resolution. Show respect and engage in a dialogue with the offended person on their terms. Be human and compassionate. If the public ire has reached critical mass and is still growing, post a notice that you are working towards a resolution with the offended parties.
The trick is, you’ve got a few hours – tops – to accomplish this. Are you ready?

Companies can answer customers publicly, but still contain the blast radius by responding only to customers directly vs. a big statement on company website, etc.

Something goes wrong. Doesn’t matter much what it is, but the social media pit bull has an iron grip on it and as usual, it’s Friday night.

What do you do? Here are your options:

1. Ignore it because statistically, overall awareness of these tempest-in-a-teapots is low and your customer-at-large will never know.

2. Assemble legal and public relations teams for an emergency meeting to hammer out a statement (which will take until Monday or Tuesday).

3. Show your social media stripes by apologizing via every channel you’re participating in, including posting the apology on your .com homepage.

4. Respond directly to the trigger-customer via comment (blog, Facebook) or  Direct Message (DM, on Twitter).

The best option? Let’s start by tossing out #1 and #2, assuming you want to stay in business. Next, #3 seems to be the newly enlightened approach that oftentimes backfires by fanning flames and raising unnecessary awareness.

Ah ha! #4 has the right stuff. Identify the trigger(s) and respond with an apology, explanation and a resolution. Show respect and engage in a dialogue with the offended person on their terms. Be human and compassionate. If the public ire has reached critical mass and is still growing, post a notice that you are working towards a resolution with the offended parties.

The trick is, you’ve got a few hours – tops – to accomplish this. Are you ready?



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