What steps should a brand or company implement to recover and restore trust after a misstep on social media?
We all make mistakes when it comes to social media. That’s why we asked business leaders and PR experts this question for their best social media advice. From admitting your faults to remaining authentic, there are several ways you can restore trust after a misstep on social media.
Here are nine social media crisis management steps that a brand or company should implement to recover and restore trust after a misstep on social media.
Lead effective training programs. Through training, your brain can comprehend concepts and prepare a foundation and proactive approach to addressing the hard things.
For example, social media training can help prepare your employees to think outside themselves and the box they are in and look at their actions in a new light.
It trains our brain to get rid of stereotypes and stigmas and be accepting of people as they are.
The best crisis management plan is to prevent a crisis from happening in the first place. But if you can’t do that, then you need to have a crisis management plan set in place!
Make sure senior managers help craft the plan so when a crisis presents itself, no time should be wasted by being proactive and taking action before things get out of control.
Make sure your whole internal team is on the same page as well and everyone knows what job they have, if any, to assist with fallout.
The best thing a brand can do after a misstep on social media is to admit the mistake, implement changes and move on.
The worst thing a brand can do is try and dance around the question or not answer the situation in a specific way.
If you apologize, most consumers forget and move on. You actually might come out stronger because they know you will admit mistakes.
In the words of customer experience expert Shep Hyken, “people do business with people. Companies don’t solve problems. People do.”
And guess what else people do? Screw up.
We’re all human. We all do it.
It is, therefore, essential to own up to mistakes. Doing so shows humanity. It shows that humans run the company, they screw up, but they are willing to admit it.
Moreover, seeing a company admit and own mistakes builds stronger customer trust than making no mistakes at all. Because as humans who make mistakes themselves, customers will connect and trust people who do, too.
Start a major campaign to regain trust and credibility. That would include local humanitarian and philanthropic efforts.
Be like Switzerland and don’t take any sides.
Refrain from commenting.
Educate your employees on new policies.
Write feel-good story articles of the community work you or your employees are doing.
Plan it out. Put out lots and lots of good, positive content — blogs, videos, graphics. The bad will eventually be buried.
Making mistakes is human, but often owning that mistake is not.
When a misstep occurs on social media, own the mistake and share with your followers what you plan to do to make sure it does not happen again.
But keep in mind, if you don’t really feel that you have made a mistake and just fall on your sword to calm the masses, it will be easy to spot, and your brand will be hurt more than if you said nothing at all.
Reputation recovery is no small feat, but it can be done. First, you should conduct a thoughtful and thorough perception sweep of the after-effects of a reputation hit.
You should assess digital impacts such as social media and any online mentions.
Sometimes it can be better to stay away from media attention, but you’ll need to decide whether it’s smart to issue a statement or craft a message.
Then, choose the right person to make that statement. In the end, you’ll want to be honest with yourself as to how much repair can be done.
When you make a mistake on social media (or on any platform, for that matter), you need to be sure to step up all aspects of your brand so that you abide by your brand promises and offer consistently good experiences for your customers.
This means apologizing for your mistake, working to rectify it, and being active in communicating with your audience, whether that be for the purpose of rectifying the mistake or for anything else.
You don’t want to make any more mistakes while your customers are upset with you, so keep up with the good behavior and focus on your customer needs and expectations as much as possible.
Do not try and blame someone else, cover things up, or escalate by arguing via social platforms.
Apologize, if necessary, and find ways to make up for the mistake.
Go back to your brand foundation, your core values, to get direction on how to handle things. If you are struggling with how to make things right, you might be able to ask your audience for help. Be authentic and vulnerable when recovering from a misstep.
Social media is a powerful tool that serves a variety of purposes, including an effective means of expressing oneself to the world.
However, social media can also be a catalyst for crisis. Social media can be the spark that ignites a crisis, or it may be a convenient tool that allows an issue to be safely and responsibly discussed.
When you leverage these social media crisis management tips, you’ll be in better control of the situation.
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