Rocky Balboa v. Apollo Creed, Britney Spears v. Christina Aguilera, Kanye West v. Everyone. What do these feuds all have in common? You know about them.
One happened in the boxing ring (in a movie), one happened in the tabloids, and one happened on every platform imaginable. But, the reality of the matter is that feuds aren’t private anymore because of social media, especially between brands and consumers.
Brands can sit in their offices complaining about social media trolls, making fun of the comments they post on their Facebook pages, and pretending that their brand’s reputation isn’t being hurt with every comment, but it is.
Those trolls don’t play fair, so why do brands choose to ignore, respond kindly or block them? That’s not a fair fight, and more often than not, they lose followers in the process.
What NOT To Do
Though it was just confirmed on Jan. 11 that it was actually a bristle from one of the company’s machines and the customer was sent a brand new highlighter, the aftermath of the Twitter feud gave Jeffree Star a bad social media reputation.
The brand’s reaction to a customer’s complaint was to defend, block, and “bully.”
No matter how troll-like a customer is being, this is not the way to keep or gain followers, or give a brand the social media reputation that it so desires to portray.
What To Do
After a Twitter troll tried to tell fast-food chain Wendy’s their hamburgers aren’t fresh, but rather frozen, Wendy’s decided to respond in good humor.
The result? The troll deleted their Twitter account and Wendy’s gained followers. Their brand image was saved, and some might even say, was bettered in the process.
Takeaways For Brands
1. Decide what your brand’s social voice should sound like and be consistent. You don’t have to be as sarcastic and pithy as Wendy’s, but whatever vibe you choose, use it and don’t back down to the trolls.
2. RESPOND. Maybe not to every troll, especially not the ones who are being racist, sexist, etc., but if they are poking fun at your brand or something you do, respond! Just like dealing with a school bully, turning your cheek will only make them slap the other one.
3. Be the brand known for not taking crap on social media. Solidify your reputation early and often by putting out content that says: We know who we are, what we stand for, and what we can confidently provide to our consumers.
Beat the trolls at their own game. Don’t hide on the playground until recess lets out.