8 Tips for Countering a Blog Attack on Your Business
By Christopher Elliott
http://ask.officelive.com
While blogging gets a lot of positive press these days, it also has a dark side. There are bloggers out there who can be mean-spirited, uninformed, and partisan cyber-thugs who attack your company for no apparent reason.
The resulting online flames can singe employee morale and burn your company’s reputation. Unless, of course, you have an effective response that can neutralize these self-appointed critics.
"Don’t overreact," says Paul Argenti, a professor of corporate communication at Dartmouth’s school of business. "Don't get angry or become unprofessional. And don't take it personally."
Here are eight tips for fending off irresponsible or angry bloggers.
1. Monitor blog activity about your company. If you don't know what they're saying about your company, how can you defend yourself? The sooner you know that something negative is making the rounds, the sooner you can address it.
Catwizkers: Know what blog, blogging and bloggers are and scan the environment, include the web!
2. Know that nothing on the Web "just goes away." "The biggest mistake small-business owners make is thinking that eventually a negative comment will go away," says Cord Silverstein, senior vice president at marketing communications firm Capstrat. "What they do not realize is that the Web never forgets. No matter how long ago a negative comment was placed online, it will be stored by the search engines and will be … found by your potential customers."
Catwizkers: Always remember, you are not perfect and you are not always safe. The attacker will always be somewhere waiting for the opportunity to strike!
3. Respond as soon as you can when a blogger goes on the offensive. That's the advice of New York-based Victoria Grantham of the marketing firm Rose Communications. "Respond in a timely fashion with relevant information," she says. You have two choices: Make a statement in the forum in which the original criticism was posted (for example, leaving a comment on a blog), or publish something to your own Web site.
Catwizkers: A prompt and educated response will surely provide the blogger something to think about!
4. Rebut with a strategic post of your own. Often, the most effective response to an attack is to post a rebuttal to your own blog. If you don't have your own blog, consider starting one. Bloggers pay attention to other bloggers, and a counter post is far likelier to be effective than a polite statement made on your company Web site. There is nothing wrong with responding to negative blog posts in a matter-of-fact way, Fact-check and fact-correct. Also, be transparent, and never disguise your identity when blogging or responding to a post."
Catwizkers: If symptoms persist, use your blog! Don’t know? then learn how!
5. Ask your friends for help. Develop a social network consisting of your clients, employees, and stakeholders on your company Web site. Loyal customers are likely to be the first to go on the counter-offensive on your behalf. And in the end, that can be far more effective than a solo effort to defend your reputation.
Catwizkers: If you are a good friend, a fine boss and a respected leader, you will never be alone!
6. Don't go for a perfect score. If you try to respond to every negative comment about your company, you'll slowly drive yourself mad. Rather than trying to counter every argument made online, spend your energies only on the important ones—and the rest on running your company. Your best bet is to focus on the legitimate criticisms leveled against your organization.
Catwizkers: Set your objective and be strategic!
7. Call in the pros, if necessary. Calling in the cavalry may be necessary if your business is being seriously harmed by a blog attack.
Catwizkers: If you cannot do it, get somebody who can, right away!
8. Protect your company against future attacks. You can do that by getting to know the bloggers who have ganged up on your company and—are you still sitting down?—befriending them. "Build a relationship," Leave comments on their blog, respond to their posts by e-mail, be visible on online review sites and make yourself accessible to them. You'd be surprised at how responsive bloggers will be to your efforts. Don't sit there helplessly while bloggers destroy your business. By paying close attention to what's being said about you, responding quickly with a polite and professional rebuttal, and using all the tools at your disposal, you can successfully repel a blog assault.
Catwizkers: Learn your lessons well and do the right things, right!
Remember: To avoid blog clot, don't panic, don't over-react and don't over-act. What do you think?
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