From the book: Four defenses from negative word of mouth

This week we’re talking about how to deal with negative word of mouth using tips from the new chapter in the revised edition of Andy Sernovitz’ best-seller, Word of Mouth Marketing: How Smart Companies Get People Talking.

While you shouldn’t expect to be immune from negative word of mouth, there are some basic defenses you can establish to help protect yourself:

1. Build credibility before you need it

Let’s say you find a bunch of bloggers attacking your products. You and your PR team could show up to post a perfectly worded response. Doesn’t work. Why? Because you’ll look like a shamelessly self-serving PR team that’s only there to post a perfectly worded response.

When nobody knows you, you’re not part of the discussion. Instead, focus on being a regular participant, a known name, and a familiar face in the room if you want any hope of responding to the negative word of mouth successfully.

2. Bring it inside the tent

Where people complain is often more important than what they say. You are always better off if the criticism happens on your own website, blogs, and message boards, here’s why:

  • Your fans are there and can drown out a few critical posts.
  • It’s easier to respond on your site than to chase criticism across the web
  • Positive responses will be right next to original complaints, telling a complete story
  • If people can’t complain on your site, they’ll do it elsewhere anyway

3. Let your fans do it

If you’ve been successful in creating word of mouth, showing love for your fans, and making your customers happy, then your talkers will be eager to help. Ask them for help in a particular forum or on a particular topic. Not only will they respond, but there’s a good chance they got there first and already have. (Just be careful that your request for help doesn’t look like an organized attack on the critic.)

Remember: A defense from your fans is always more credible than one from your employees.

4. Never get caught by surprise

Conversations happen quickly online, and you need to respond the same day. When a bunch of people are talking about you in a lively discussion, there is no way for you to have a meaningful impact if you aren’t there at the beginning. If you show up a day later, the conversation is probably over and you missed your chance to influence it. If you find a complaint that is weeks old, the damage has been done and it’s probably too late to convert that critic into a happy customer.

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