There are brands out there that have haters. And in the world we live in there are forums for anyone and everyone to voice their opinion.
Facebook timelines, Twitter feeds and blog posts everywhere can easily become a tornado of comments attacking something a company has done that John or Jane Doe doesnt believe in. Could be the how they make their product, or who they hire or the religious beliefs of senior management. All are very important issues that people have every reason to discuss and voice their opinion. Does that mean the brand should not enage in social media?
I say no way. I say the brand should use this forum to tell the world what they are up to. To actively engage in conversation with fans and haters alike. Of course there are lines one does not cross for enagement. If a person goes on a personal attack, uses profanity or really doesn’t have a factual point but is just out to get attention.
All community managers and brands should have an escalation process set for when things go south. Determining that line is the first step. Then who is ccontacted and what is the rating system for urgency. If a comment is made on Facebook that is uncomfortable and not factual, maybe that’s a 1 out of 3. If there is a threat or even a reported issue in a reatail situation that could be a 3. A 3 may mean the CMO is contacted and they use their judgement for who to contact. Every system is different and needs to be developed per client. But there needs to be one.
That’s the downside. The upside is that, with proper strategy and execution, you should be creating a story the social community wants to engage in. The positive conversation should eventually overpower the negative. When you develop your place in the community it is very likely that community will come to your defense when the random haters go on attack.
But let’s be honest with ourselves. If your brand has this possibility you know it. Don’t insult the social community by posting content that is not believable. Determine what you can own. What you can contribute to the community and what they want to know about you. Determine the voice you should be saying this in. Use this for the content you post and how your community managers engage. Your voice may be the most important part of your social strategy.