Plan how to handle misinformation online

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 27, 2021, 2:51 AM UTC

Businesses must tactfully handle criticism as multiple online complaints on public forums harm brand reputation.

When there is a negative comment or external criticism posted, carefully read the comment and acknowledge it. Instead of taking a decision in a hurry, thank them for investing their time. If it’s a false claim or is factually incorrect, communication experts must correct the inaccuracies while maintaining respect for everyone involved.

Allow users to follow up to ensure the brand is clear and responsive as well as eager to hear consumers’ challenges. But avoid responding more than three times to the same person on a single complaint. Continue the conversation, if needed, in a private space after addressing the issue thrice publicly.

Ensure that a comprehensive crisis response guide is accessible to employees across the organisation. Train them and and provide talking points to handle external negative comments tactfully.

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