Community Management    Tips for dealing with  negative comments, trolls  and a social media crises
Who Are Visual Jazz?
Visual Jazz overview         •      Established 10 years ago, now part of AEGIS network         •      Base of 160+ people...
Some of our clientsSource/credit: visual jazz
Are you a community     manager?
Dealing with negative     comments?
Ever felt like doing this?
…and this?
…and finally… this?
Don’t worry… we all have at one stage in dealing withnegative comments & trolls.
So how should you deal with          them?
Start by having a clearly  defined social media engagement process.
Example Rules of Engagement        • Your silence is deafening.        • You must be listening.        • Set up alerts and...
Next, have guidelinesdefined on both your own         assets…
…and if engaging on assetsyou don’t own, know those    guidelines as well.
Some good examples ofcommunity guidelines…
Source/credit: Facebook 7-11
Source/credit: Telstra.com
Source/credit: realradion.ocm
Source/credit: winegeeks
Source/credit: whirlpoolforums
The first thing you should do  in addressing a negative        comment is…
Ask Yourself...   Who Are They?
Learn what you can about them first        •      Real name or alias?                       •   Speaking about you on othe...
Remember according toyour rules of engagement,you don’t need to respond      to everything.
Source/credit: LOLcats
Ignore the negative social media commenter          • Everyone will eventually get bored.          • Determine what’s ther...
However, without askingyourself who they are first and assessing the risk of        ignoring…
There may be times when   you wished you hadaddressed them in the first        instance.
Ignored when you shouldn’t have:Source/credit: dellhell.net
Ignored when you shouldn’t have:          • Blogger Jeff Jarvis complains about laptop.          • Posts build momentum wi...
Ignored when you shouldn’t have:          •       … until they launched Idea StormSource/credit: dellhell.net,, https://le...
Next option…Your house = Your rules.
Remove the comment, Ban the user         •     Community trusts the moderators to keep               community safe and re...
A negative comment isusually a cry for help and for  more information. So…
Educate the disgruntled customerSource/credit: zazzel.com.au
Educate the disgruntled customer         •      Lets face it… sometimes the customer is wrong!         •      Use every ne...
When they are wrong, don’t be afraid to stand up and    fight for your right!
Stand up and Fight          •      To be used when lots of education                 is needed, or AstroTurfing         is...
Stand up and Fight         •     Young woman kicked of SouthWest flight for               disruptions.         •     Went ...
Stand up and Fight        •      Greenpeace produced a video campaigning               criticising Nestlés use of palm oil...
Stand up and Fight (the wrong way)         From Nestlés press release:         Nestlé recently undertook a         detaile...
Stand up and Fight – SideWays AutomotiveSource/credit: Visual Jazz, Sideways Automotive Facebook
You can also try…
Deflecting to a more positive discussionSource/credit: thepositiveyou.com
Toyota deflected to a more positive discussion        •     In Jan 2010 Toyota had to recall 2.3 million vehicles         ...
Toyota deflected to a more positive discussion        •     3,200 questions were asked.        •     The questions, which ...
When you’ve really messed      up big time…
Confess All and Beg Forgiveness          •      Admit when you’re wrong.          •      Also consider any liability conce...
Confess All and Beg Forgiveness        •     "BP" AND "oil spill" By-the-Numbers        •     9,133 blog mentions        •...
Confess All and Beg Forgiveness        •     Complaint about the T-shirt on popular              parenting blog Mamamia sp...
Confess All and Beg Forgiveness        •     The Australian reported Cotton On’s apology              and promise to withd...
Legal action (or the threatof) can be good… and bad…
Cease and desist orders                   visualjazzSource/credit: Visual Jazz, LOLcats.com
Cease and desist orders        •      2 men created a fake (but deceivingly genuine) VWE               commercial. The ad ...
Cease and desist orders         •      Use your social media monitoring tools to track                how viral content is...
Cease and desist orders         •      Incorrect / defamatory comments were on the forum                Whirlpool about 2C...
Make a mistake, then own it       and wear it!
Own It and Wear It.        •      Charlie Sheen #winning        •      Charlie called FourSquare users “Douchebags” for up...
Using humour to deal with   negative comments?
Use of HumourSource/credit: Chris Madden
Use of Humour – someone calling out your         spelling mistake…Source/credit: Jetstar Airways, Visual Jazz
Use of Humour – why not have a bit of fun with         the response?Source/credit: Jetstar Airways, Visual Jazz
Trolls
Source/credit: LOLcats
Critics Vs. Trolls                                     Critics:                                     • May hurt a brand’s i...
What’s a troll?
trollSource/credit: theawesomer.com
Caring for a troll…
Caring for your Troll    • Ask yourself what their motivations are?    • Ask yourself who they are?    • Remove/moderator ...
Taking it offline and going to the phone        •           Prepare before phone call and map out certain                 ...
CrisesSource/credit: Visual Jazz,
What’s a crises?Source/credit: Visual Jazz,
What’s a Social Media Crises?         A social media crisis is a crisis issue         that arises in or is amplified by so...
Preparing for a crisis – LISTEN!        •      Your silence can be deafening. You must be               listening.        ...
Crises are on the rise!Source/credit: Visual Jazz,
Crises on the rise…                                                                                   •   Level 1 is for c...
…and are caused by…Source/credit: Visual Jazz,
Causes of Social Media Crises                                                                                   • 76% of t...
Crises don’t often originate          from Twitter & Facebook…                  but rather…Source/credit: Visual Jazz,
Platforms in which Social Media Crises Originate     • Consider if commentary       spills across multi channels.     • Do...
Do you have a social media           escalation plan in place?Source/credit: Visual Jazz,
Companies with a formalised social media crises                    escalation plan (by social business maturity level)    ...
Create a tiered escalation process to suit your organisation       • Identify :          – Roles                     – Ris...
Source/credit: Visual Jazz
How else can you prepare                    for a crises?Source/credit: Visual Jazz,
Preparing for a crisis - Do Fire Drills        •      Most companies have not yet identified their               communica...
How quickly can you create                  content?Source/credit: Visual Jazz,
Preparing for a crisis – Ability to Create         •      Be prepared to make and launch content in a variety             ...
Top 10 tips for managing a                social media crises…Source/credit: Visual Jazz,
10 Tips for managing a crises like this…         1. Brief management. Approved          6. Offer community what they are l...
Remember…Source/credit: Visual Jazz,
This initialreaction is OK
…But it’s how you then                      respond that matters.Source/credit: Visual Jazz,
Summary…     Negative Commends                          • Stand up and Fight     • Defining Rules of Engagement           ...
Tips for dealing with negative comments, trolls and a social media crises
Tips for dealing with negative comments, trolls and a social media crises
Tips for dealing with negative comments, trolls and a social media crises
Tips for dealing with negative comments, trolls and a social media crises
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Tips for dealing with negative comments, trolls and a social media crises

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Visual Jazz is one of Australia’s largest digital agencies. We do: Research, Strategy, Creative, Frontend development, Backend Development, Testing, Analytics, & Community Management.

The following slideshare provides some high level tips and approaches for community managers in dealing with dealing with negative comments, trolls and a social media crises. It was put together by one of our community managers (Andy Cronin) for the Mumbrella Community Management Master Class in Melbourne on the 6th October, 2011.

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Tips for dealing with negative comments, trolls and a social media crises

  1. 1. Community Management Tips for dealing with negative comments, trolls and a social media crises
  2. 2. Who Are Visual Jazz?
  3. 3. Visual Jazz overview • Established 10 years ago, now part of AEGIS network • Base of 160+ people in Melbourne, Sydney & Canberra • Working with the biggest digital advertisers in Australia • Experienced in working with third party suppliers/partners on most clients • All development capabilities in house while working with externals where required • Full service digital agency – Research, Strategy, Creative, Frontend development, Backend Development, Testing, Analytics, Community ManagementSource/credit: visual jazz
  4. 4. Some of our clientsSource/credit: visual jazz
  5. 5. Are you a community manager?
  6. 6. Dealing with negative comments?
  7. 7. Ever felt like doing this?
  8. 8. …and this?
  9. 9. …and finally… this?
  10. 10. Don’t worry… we all have at one stage in dealing withnegative comments & trolls.
  11. 11. So how should you deal with them?
  12. 12. Start by having a clearly defined social media engagement process.
  13. 13. Example Rules of Engagement • Your silence is deafening. • You must be listening. • Set up alerts and RSS feeds, subscribe to Radian6 or Spiral16 or some other listening software. • Make it someone’s job to pay attention. • You do NOT want to be the last to know when the social media masses are trashing your brand.Source/credit: David Amano’ Rules of Engagement
  14. 14. Next, have guidelinesdefined on both your own assets…
  15. 15. …and if engaging on assetsyou don’t own, know those guidelines as well.
  16. 16. Some good examples ofcommunity guidelines…
  17. 17. Source/credit: Facebook 7-11
  18. 18. Source/credit: Telstra.com
  19. 19. Source/credit: realradion.ocm
  20. 20. Source/credit: winegeeks
  21. 21. Source/credit: whirlpoolforums
  22. 22. The first thing you should do in addressing a negative comment is…
  23. 23. Ask Yourself... Who Are They?
  24. 24. Learn what you can about them first • Real name or alias? • Speaking about you on other platforms? • Previously commented/engaged? • Location, occupation considerations? • Existing/previous complaints? • Reporter? Blogger? • Products/services with you? • Key influencer? • Engaged with on other platforms? • Google search is your friend for answering some of these questionsSource/credit: Visual Jazz, , Google
  25. 25. Remember according toyour rules of engagement,you don’t need to respond to everything.
  26. 26. Source/credit: LOLcats
  27. 27. Ignore the negative social media commenter • Everyone will eventually get bored. • Determine what’s there reasoning and motivation? • Use the “ignore but monitor” approach when necessary. • You dont need to respond to everyone comment!Source/credit: LOLcats, Laurel Papworth
  28. 28. However, without askingyourself who they are first and assessing the risk of ignoring…
  29. 29. There may be times when you wished you hadaddressed them in the first instance.
  30. 30. Ignored when you shouldn’t have:Source/credit: dellhell.net
  31. 31. Ignored when you shouldn’t have: • Blogger Jeff Jarvis complains about laptop. • Posts build momentum with others lodging negative experiences. • Began to catch the attention of the mainstream media. • Dell’s continued silence led to decrease in sales and reputation. • Despite the onslaught of bad press & negative blogging, Dell remained silent...Source/credit: dellhell.net,, https://learningspaces.njit.edu
  32. 32. Ignored when you shouldn’t have: • … until they launched Idea StormSource/credit: dellhell.net,, https://learningspaces.njit.edu
  33. 33. Next option…Your house = Your rules.
  34. 34. Remove the comment, Ban the user • Community trusts the moderators to keep community safe and relatively free of nastiness. • “Freedom of speech belongs on their own page, not yours!” • Feel free to filter out – block or ban – those who do not share the value systems of the community. • Used only as last resort.Source/credit: LOLcats, Visual Jazz, Laurel Papworth
  35. 35. A negative comment isusually a cry for help and for more information. So…
  36. 36. Educate the disgruntled customerSource/credit: zazzel.com.au
  37. 37. Educate the disgruntled customer • Lets face it… sometimes the customer is wrong! • Use every negative comment as an opportunity to educate. • Negative comments can be cry for help. • Educating usually means educating in many social networks. • Stick to the facts.Source/credit: Laurel Papworth, Visual Jazz
  38. 38. When they are wrong, don’t be afraid to stand up and fight for your right!
  39. 39. Stand up and Fight • To be used when lots of education is needed, or AstroTurfing is leading to false artificial information. • Don’t be afraid to stand up and fight for your right. • You are allowed to defend yourself. • The defence must be done in a constructive way.Source/credit: LOLcats, VisualJazz,
  40. 40. Stand up and Fight • Young woman kicked of SouthWest flight for disruptions. • Went to media claiming cause it was cause they were “prettier than the cabin crew”. • Gained lots of media attention & social interaction. • SouthWest responded the next day with a YouTube video. • They educated people on situation and actions.Source/credit: Visual Jazz, Southwest Airlines, YouTube, CBS News
  41. 41. Stand up and Fight • Greenpeace produced a video campaigning criticising Nestlés use of palm oil from unsustainable sources – the oil is used in several Nestle products • Nestlés response was to persuade YouTube to remove the video • Cue a torrent of public criticism on Nestlés Facebook page. • Nestle response on their Facebook page: “So, lets see, we have to be well-mannered all the time but its perfectly acceptable to refer to us as everything from idiots right the way down to sons of Satan?”Source/credit: Visual Jazz, Nestle, thepowerofinfluence.typepad.com, ohnotheydidnt.livejournal.com
  42. 42. Stand up and Fight (the wrong way) From Nestlés press release: Nestlé recently undertook a detailed review of its supply chain to establish the source of its palm oil supplies and we have made a commitment to using only "Certified Sustainable Palm Oil" by 2015 when sufficient quantities should be available. As an important step on that journey, a number of Nestlé markets, including Nestlé UK, have already purchased Green Palm certificates, the certificate trading programme designed to help suppliers tackle the environmental and social problems created by the production of palm oil.Source/credit: Visual Jazz, Nestle, thepowerofinfluence.typepad.com, ohnotheydidnt.livejournal.com
  43. 43. Stand up and Fight – SideWays AutomotiveSource/credit: Visual Jazz, Sideways Automotive Facebook
  44. 44. You can also try…
  45. 45. Deflecting to a more positive discussionSource/credit: thepositiveyou.com
  46. 46. Toyota deflected to a more positive discussion • In Jan 2010 Toyota had to recall 2.3 million vehicles because of faulty accelerator pedals. • Toyota was trending on Google and Twitter on a daily basis, but for the wrong reasons. • Toyota used Digg to engage people and let them ask questions to Jim Lentz, president of Toyota’s North American sales operation.Source/credit: Visual Jazz, http://www.imanetwork.org
  47. 47. Toyota deflected to a more positive discussion • 3,200 questions were asked. • The questions, which were voted on by fans (the ones with the most votes rose to the top) were answered in a series of online videos, getting 1.2 million views in a week. • YouGov brand index shows Toyota recovered Brand perception in only a few months.Source/credit: Visual Jazz, http://www.imanetwork.org
  48. 48. When you’ve really messed up big time…
  49. 49. Confess All and Beg Forgiveness • Admit when you’re wrong. • Also consider any liability concerns. • Only use it when you really screw up big time. • Nothing wrong with timely apologies, good explanations and asking for patience.Source/credit: Visual Jazz, Laurel Papworth, Shrek 2
  50. 50. Confess All and Beg Forgiveness • "BP" AND "oil spill" By-the-Numbers • 9,133 blog mentions • 23,212 Tweets • 49.5 million Twitter impressionsSource/credit: CBSnews, BP, socialmediatoday.com, www.briansolis.com/2010/07/oil-spill.
  51. 51. Confess All and Beg Forgiveness • Complaint about the T-shirt on popular parenting blog Mamamia sparked email and Twitter campaign against Cotton On Kids. • A spokeswoman was not immediately available. • Private email response published on blog, saying "intentionally edgy and irreverent and are certainly not meant to be taken seriously". • Generated #cottononaresick hashtag, over 23 pages of blog comments, infiltrated many online forums including Essential Baby.Source/credit: Visual Jazz, CottonOn, Mamamia.com
  52. 52. Confess All and Beg Forgiveness • The Australian reported Cotton On’s apology and promise to withdraw the shirts . • Cotton On Twitter account stopped usual promotional giveaways during crises. • Recognised how quickly the situation can turn from a blog post into a media scram. • The initial response backlashed, and the issue grew with several Twitter users creating and linking to a hashtag about the shirt. .Source/credit: Visual Jazz, CottonOn, Mamamia.com
  53. 53. Legal action (or the threatof) can be good… and bad…
  54. 54. Cease and desist orders visualjazzSource/credit: Visual Jazz, LOLcats.com
  55. 55. Cease and desist orders • 2 men created a fake (but deceivingly genuine) VWE commercial. The ad showed a terrorist blowing himself up, but not his target as the car was built tough. • VW had the option to sue them, or at least threaten to sue them. • Volkswagen threatened legal action against the mystery duo who made the controversial suicide bomber short film that apparently shows an Arab blowing himself up in a Polo car. • Makers then revealed themselves and intentions whilst VW were able to distance themselves.Source/credit: Visual Jazz, VW, YouTube
  56. 56. Cease and desist orders • Use your social media monitoring tools to track how viral content is spreading and at what rate. • Is any publicity really good publicity? • Think about the real damage the content is doing to your brand. • Skittles had the option to take legal action against a team who made a fake tasteless ad featuring their product, but didn’t as it was free publicity.Source/credit: Visual Jazz, Skittles
  57. 57. Cease and desist orders • Incorrect / defamatory comments were on the forum Whirlpool about 2Clix in 2007. • 2Clix sued for $150,000 (plus costs), and demanded that two forum threads be removed from the site because it allowed statements "relating to the Plaintiff and its software product that are both false and malicious" to be Vs. published on the Whirlpool forums. • Drew more attention to comments and support from community to hep fund Whirlpools legal costs • If a comment is negative and incorrect, address it publically.Source/credit: Visual Jazz, 2Clix, Whirlpool, Laurel Papworth
  58. 58. Make a mistake, then own it and wear it!
  59. 59. Own It and Wear It. • Charlie Sheen #winning • Charlie called FourSquare users “Douchebags” for updating Twitter & Facebook with their location. • Foursquare brought out the much sought-after Douchebag badge.Source/credit: Visual Jazz, FourSquare, Laurel Papworth
  60. 60. Using humour to deal with negative comments?
  61. 61. Use of HumourSource/credit: Chris Madden
  62. 62. Use of Humour – someone calling out your spelling mistake…Source/credit: Jetstar Airways, Visual Jazz
  63. 63. Use of Humour – why not have a bit of fun with the response?Source/credit: Jetstar Airways, Visual Jazz
  64. 64. Trolls
  65. 65. Source/credit: LOLcats
  66. 66. Critics Vs. Trolls Critics: • May hurt a brand’s image by filling a page wall with negative assessments of brand, products, or services. • Can be difficult to identify and manage. • They can veer between being your biggest fan to most outspoken naysayer. Trolls: • Differ from critics in by usually having no actual interest in the brand’s products and services. • Only desire to cause problems. • Trolls consistently post inflammatory, negative and disruptive messages. • Sole intent of provoking an emotional reaction among the other members of your community.Source/credit: www.allfacebook.com
  67. 67. What’s a troll?
  68. 68. trollSource/credit: theawesomer.com
  69. 69. Caring for a troll…
  70. 70. Caring for your Troll • Ask yourself what their motivations are? • Ask yourself who they are? • Remove/moderator if required/can. • Respond as to why it’s been moderated. • Private message/ outreach when/where you can. • Refer to community guidelines. • Check for mentions on other communities/websites. • Don’t be afraid to take offline and engage via phone/email.Source/credit: www.allfacebook.com, chimpsanctuarynw.org
  71. 71. Taking it offline and going to the phone • Prepare before phone call and map out certain scenarios and actions. • Be prepared with the facts. • Community Manager may have the written word, but not have the gift of the gab. • Work with complaints teams / PR/ Spokespeople if and when you need to.Source/credit: www.allfacebook.com, chimpsanctuarynw.org
  72. 72. CrisesSource/credit: Visual Jazz,
  73. 73. What’s a crises?Source/credit: Visual Jazz,
  74. 74. What’s a Social Media Crises? A social media crisis is a crisis issue that arises in or is amplified by social media, and results in negative mainstream media coverage, a change in business process, or financial loss.Source/credit: Visual Jazz, http://www.web-strategist.com/blog/. Jeremiah Owyang
  75. 75. Preparing for a crisis – LISTEN! • Your silence can be deafening. You must be listening. • Set up alerts and RSS feeds, subscribe to Radian6 or Spiral16 or some other listening software. • Make it someone’s job to pay attention. • You do NOT want to be the last to know when the social media masses are trashing your brand.Source/credit: elderholbrook.blogspot.comVisual Jazz
  76. 76. Crises are on the rise!Source/credit: Visual Jazz,
  77. 77. Crises on the rise… • Level 1 is for crises that result in negative coverage in mainstream media; • Level 2 is for crises that result in negative coverage in mainstream media, and a significant response or change by the company; and • Level 3 is for crises that result in short-term financial impactSource/credit: Visual Jazz, http://www.web-strategist.com/blog/. Jeremiah Owyang
  78. 78. …and are caused by…Source/credit: Visual Jazz,
  79. 79. Causes of Social Media Crises • 76% of these crises could have been prevented or diminished had the brand been prepared and had proper training, staff, and processes to respondSource/credit: Visual Jazz, http://www.web-strategist.com/blog/. Jeremiah Owyang
  80. 80. Crises don’t often originate from Twitter & Facebook… but rather…Source/credit: Visual Jazz,
  81. 81. Platforms in which Social Media Crises Originate • Consider if commentary spills across multi channels. • Does your response differ across different channels? • Do you prioritise? • Do you try to drive customers to one channel?Source/credit: Visual Jazz, http://www.web-strategist.com/blog/. Jeremiah Owyang
  82. 82. Do you have a social media escalation plan in place?Source/credit: Visual Jazz,
  83. 83. Companies with a formalised social media crises escalation plan (by social business maturity level) CodeSource/credit: Visual Jazz, http://www.web-strategist.com/blog/. Jeremiah Owyang
  84. 84. Create a tiered escalation process to suit your organisation • Identify : – Roles – Risk assessment check list – Responsibilities – Codes – Time frames – Process for each Code • Stick to itSource/credit: Visual Jazz
  85. 85. Source/credit: Visual Jazz
  86. 86. How else can you prepare for a crises?Source/credit: Visual Jazz,
  87. 87. Preparing for a crisis - Do Fire Drills • Most companies have not yet identified their communication protocols. • Who in your company is in charge of identifying the problem? • Who do they call? Who needs to be alerted? • Develop a process that includes alerts lists and procedures • Commit to having that plan within a month. • Don’t be afraid to practice with fake/mock-up content.Source/credit: School.discoveryeducation.com, Visual Jazz
  88. 88. How quickly can you create content?Source/credit: Visual Jazz,
  89. 89. Preparing for a crisis – Ability to Create • Be prepared to make and launch content in a variety of formats and circumstances. • Who can create a YouTube video and how quickly? • Can you get an emergency Twitter account set up? Who would do that? • Can you make a blog post? A podcast? A photo gallery? • Unlike traditional crisis management requiring procedures for press conferences and written releases, in social media you have to be ready to make multi-media content.Source/credit: Visual Jazz,
  90. 90. Top 10 tips for managing a social media crises…Source/credit: Visual Jazz,
  91. 91. 10 Tips for managing a crises like this… 1. Brief management. Approved 6. Offer community what they are looking actions/solutions. for. 2. Quickly identify common queries. 7. Use “We” and make the fan feel part of it. 3. Prepare and resource up. 8. Avoid censorship where possible. 4. Use alerts and notifications. 9. Don’t take it personally. 5. Maintain Personalisation in responses. 10. Make the community participate (allow time for them to respond first).Source/credit: Visual Jazz, Jetstar Australia
  92. 92. Remember…Source/credit: Visual Jazz,
  93. 93. This initialreaction is OK
  94. 94. …But it’s how you then respond that matters.Source/credit: Visual Jazz,
  95. 95. Summary… Negative Commends • Stand up and Fight • Defining Rules of Engagement • Confess All and Beg Forgiveness • Have Community guidelines • Threaten legal action • Prepare by listening • Own It and Wear It. • Ask Yourself, Who Are They? • Use of Humour • Learn what you can about them first Trolls • Don’t be affriad to ignore and not • Who? Why? What? engage • Taking It Offline And Going To The • ... but know when to. Phone • Educate the disgruntled customer Crises • Deflect to a more positive discussion • Create a tiered escalation process • Remove the comment, Ban the • Do Fire Drills commenter • Prepare to Create • Invest in a good on-site coffee machineSource/credit: Visual Jazz, Jetstar Australia

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