Unfortunately, attacks by trolls and haters are not just isolated cases and can seriously compromise a brand's online reputation. On some social networks, attacks can be frequent, and therefore, every brand should be prepared. It must have and know how to manage a crisis management protocol .
At the second edition of PRO Marketing DAY , which took place last year in April, we had the pleasure of having Keka Sánchez , an expert professor in online reputation, personal branding and branding.
During his presentation, Keka talked about how an online attack develops and what the protocol is for managing a crisis from start to finish.
Below you can see an excerpt from his presentation:
Who are Trolls and Haters?
Anyone can become a Troll or a Hater, for example, when we make a claim or complaint in public, using a social network, so that our complaint or claim is addressed. In these situations we are constant in our criticism because the only objective is to be heard and to solve our problem.
Deep down we can all be trolls or haters.
In this case, we could say that we troll for a good reason: to get people to listen to us and for the company to find a quicker solution to our problem. But there are many other levels of attacks by trolls and haters, which can be offensive, aggressive and put the online reputation of a person or a brand at risk.
There are so many types of trolls , which can be classified into several categories, as Keka explains albania telegram lead this post: 15 types of trolls that we can find on social networks, originally published by her and Rubén Sánchez in the newspaper El Confidencial.
Define objectives Content PlanSteps to manage an online crisis
First and foremost, every company should have a plan or protocol for action in the event of an attack or an online crisis. And it is very important to take measures to learn from it and ensure that it does not happen again.
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1. Detect who is the person writing the review
One of the first steps before responding to a criticism or negative comment on social media is to identify who wrote it. Is it a troll? Is it a hater? It is also interesting to try to understand what their intention is or what they are looking for with their comments before responding.
A tip before answering is to check their social media profile and not only see what they write, but also what they say or what they answer. It is necessary to investigate, monitor , try to know what that person is like and evaluate the tone and type of response. Even evaluate whether you should answer or not.
2. Don't lose your nerve in the event of an online crisis
It is normal that sometimes if the crisis is severe you enter a state of alert or even blockage . In this situation, whether because the origin is a (strong) criticism or an intentional attack, it is advisable to try to remain calm and see things in perspective.
It may seem difficult, but before reacting, it is important to analyze all aspects. This will allow you to take action and anticipate possible consequences.
You must respond once you have analysed the situation, because the response or actions you take must be concrete , and cannot be improvised or the product of a mood. This could increase the dimension of the online crisis or the criticism from both the source and other users.
Keka Sánchez - Online crisis management
3. Know the origin of the crisis (inside or outside)
It is important to detect the origin of the online crisis and how the attack occurs. Is it an attack only on social networks? Does it also occur on offline systems? For example, a defamation published in a traditional medium, as is the case of Matones 2.0 published in a print medium.