THE KEY PRINCIPLE BUSINESS LEADERS AND MARKETERS NEED TO REMEMBER WHEN YOUR BRAND IS UNDER SOCIAL MEDIA ATTACK
What can two young Aussie blokes walking out of a football stadium and the Princess of Wales teach us about how things work in the Court of Public Opinion, and the critical principle, I would argue, should guide us on how we react?
There is no need for me to document the whole circus around Kate Middleton, so I will quickly relate to what I observed as I walked out of Optus Stadium over the weekend. As I made my way through the tens of thousands heading for the exit, I glanced to my right to see a tearful young girl – probably around three or four – talking to a stadium official. It looked clearly like she had found herself separated from her parents – my heart went out to her and them. While this was terribly traumatic for everyone, and having not heard anything to the contrary, I have no reason to believe that, to the relief of everyone, she was quickly reunited with her loved ones. (At least I desperately hope so.)
What I want to share though, in the context of this post, is the words that came from the two young guys. Why? Because while clearly deep in conversation, they both paused as they took in the scene of the stadium official down on his haunches comforting the little girl and immediately voiced great empathy and compassion for the little girl and the gravity of the situation. I reflected on their reaction as I left the stadium because it so starkly challenged the stereotypes so often attached (unfairly) to the so-called Gen Ys as self-absorbed and lacking concern for anyone outside their immediate circle.
What’s more, their vocalised reaction contrasted with what I imagined was the judgement that would have inevitably flowed from at least one gutless internet troll, who, if this situation became public knowledge, would use it as an excuse to rant about “irresponsible” parenting in “modern times”.
Yep, no matter the situation, no matter the facts, no matter the absolute ignorance of the feelings of others - it seems the world is full of people ready to spew forth negativity and unfounded criticism.
Despite what some people assert, I don’t think people are any more or less likely to express judgement of other people than they were well before platforms like Facebook arrived on the scene. Humans, by nature I think, have a judgemental disposition. It is simply the fact that previously, what was muttered at the kitchen table or down the pub is now amplified by the availability of technology that enables them to access a digital “loud hailer”.
Over the first few months of this year, I have assisted a significant number of clients dealing with individuals seeking to stir up trouble using the weapon of social media to attack, criticise and make claims with no basis in fact. The results can be devastating. Businesses, institutions, organisations, and their leaders find their reputations and brands dragged through the mud. What’s worse, it causes these people enormous anxiety and burns up valuable time and resources as they seek to counterbalance and set the record straight with their customers and key stakeholders.
While it is my job to help effectively use the communication platforms available to them to counter those peddling these unjustified assertions, I have one constant piece of advice for clients: Never forget that, ultimately, your brand and reputation are in the hands of what I call “the reasonable majority”. Of course, if the claims are valid, you might get what is coming your way. But with unjustified attacks, it is important to remember that your communication needs to focus on your core following in the centre – not get caught up trying to placate the extremes.
It can indeed be a struggle to get this reasonably-minded majority to come out and use their own posts on the equivalent platform to balance the argument by advocating on your behalf. It seems sadly that most of us are often more motivated to attack than to defend.
But even if they stay silent, I think that in most circumstances, even if they don’t express it in words, in their hearts and minds, they’ve already discounted the criticism as groundless and often just pure hogwash.
In an article published in the Atlantic recently, I read that two academics in the US have conducted a study into the effectiveness of moderation on social media platforms and the pluses and minuses of removing posts where hateful individuals make what are clearly false and misleading statement. (Dare I say it – fake news). Surprisingly, they formed the view that on balance, often when moderators (out of good intention) remove posts, especially by those espousing outrageous conspiracy theories, the net result of their rantings remains about the same or even gets worse. As we know, social media is increasingly an echo chamber – where people with pre-conceived ideas just listen to those that reinforce their prejudices and beliefs, no matter how bizarre. And, when a moderator removes a post, they are likely to see this as an endorsement of their twisted views by showing how those with power seek to “suppress their so-called inconvenient truths.”
We see this again and again with the supporters of Donald Trump: Here is a man who revels in the reinforcement of his wild claims against the establishment. “Yes folks, there you go – the elite, the establishment is out to get ya!.
I (and I believe the researchers) are not arguing that outrageous claims never need to be challenged or held up to the light. But the fact is that no matter what is said, the haters will hate, and the ignorant will believe utter rubbish no matter how much it lacks consistency with the facts.
Perhaps, I am being naïve, but I think (perhaps at times, with the exception of US politics) “the reasonable majority” is smart enough not to be sucked in by the hysterical claims of the keyboard warriors.
While it is easy to catastrophise the fallout from a social media attack on you or your brand, it is not always as bad as it may seem. Often, engaging in a tit-for-tat war of words just feeds the fury and delivers the attacker more credulity than they deserve. By all means, ensure that the people who matter to your business organisation hear a clear rebuttal that sets the record straight. But after that, I think that most of the time, you can rely on the reasonable majority to work out the truth of the matter. Or, to put it in Australian parlance: If your organisation is under social media attack, remember: Most Aussies can spot bull***t a mile away.
For more insights and ramblings on strategic business communications and marketing from JLCA Director John Le Cras, visit the JLCA Journal page.
