It's inevitable. Every company will have some bad news to report at some point during it's existence. There are a myriad of ways to convey information, and where does the web fit into the mix?
Sure, you'll have the traditional press release, an update on your company's website, perhaps your executive team will even hold some sort of teleconference or send out letters. But, there is yet another way to reach your audience and share information that can help you get closer to your customers than the more traditional avenues.
Blogs can be an unconventional, yet brilliant way to communicate bad or negative news. First, online communication is much more informal, which can help to make the information seem more like an intimate conversation, rather than an announcement from on high. Second, it provides a channel to receive feedback on the information. Yes, this can be scary, but it engages you (the company) in the conversation and see firsthand what questions, concerns and negative feelings are being shared, instead of simply pushing the information out and shutting down. A practice that often leaves customers reeling and angry.
Social media sites (like blogs) also give you an opportunity to leak information at a controlled pace, and to educate your customers/the public on what exactly is going on throughout a difficult time. This is always better than suddenly announcing bad news. Of course you have to be cognizant that any negative information presented must be communicated internally first, then externally, and everyone must be armed with appropriate responses to the questions and comments that may come about. But these highly calculated leaks can also prevent confusion, anger, and make your customers feel more a part of the equation, rather than victimized.
Whatever your bad news, keep in mind that there is more than one way to skin a cat, and sometimes, crazy times call for really unique responses.
For more information on social media, here is some REQUIRED READING: Groundswell by Charlene Li and Josh Bernoff.
In the meantime, keep clicking!
Michelle
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment