Your company’s reputation is under attack online because of a misleading video clip of a team member wearing a logoed work shirt in a bad situation. What would you do?
When you took over as general manager of Bystander Lumber’s flagship location, one of the first things you did was hang your favorite quote on the wall: “It takes many good deeds to build a good reputation, and only one bad one to lose it.” As it turns out, it doesn’t always take a bad deed to threaten a reputation.
Though you’d never been a big believer in social media, younger members of your team convinced you to allow a modest company presence on Facebook and Instagram. As time went on, your attitude evolved as your company’s social media presence helped connect with next gen builders and homeowners. That’s when it happened.
“It” is when someone posted a short video of Alexander, a seasoned member of your team apparently misbehaving at a bar while wearing his logoed work shirt. The video went viral, and the negative comments on your social media pages blew up. It didn’t stop there. Within hours, your company’s Google reviews plunged from 4.5 stars to less than 1. The outrage was visceral, and the vitriol very real. “The workers at Bystander Lumber are THUGS! How is this company even in business?!” “Boycott the bullies at Bystander Lumber!”
When you confronted Alexander, he swore he did nothing wrong. Coworkers who were there agreed. He hadn’t been drinking, and somehow got between two people who were determined to brawl. The short video clip that someone captured on their phone and posted to social media made him look like the aggressor … but in reality, he was trying to make peace and break up the fight.
You believe him, but that’s not stopping the vicious comments from overrunning your company’s social media pages. Meanwhile, your company’s reputation is under attack online because of a misleading, out-of-context video clip. What would you do?
Delete! Have your social media pages taken down immediately, then figure out how to begin repairing your reputation.
Fight back. Post the truth on your sites, and explain that it looks bad, but your team member is innocent.
Pause and reassess. You’re in uncharted territory, and a rash reaction could make the situation worse. Research and evaluate your options before moving forward.
Ask for help. Engage with a social media consultant and put together a response plan.
