Bad buzz: Effective crisis communication

In the digital age, the presence on the internet is a necessity for any company aspiring to develop and increase its turnover. However, it can very quickly turn against you at the slightest misstep. A bad buzz can quickly occur as part of your digital communication. This is a negative phenomenon that can significantly tarnish the reputation of a person or company. No brand, regardless of its activity, size or nature, is immune. However, with a good communication strategy, it is possible to reverse the trend and improve your image. Through this article, you will discover what bad buzz is, its causes, how to manage it and avoid it with effective crisis communication . Happy reading!

Bad buzz: what is it?

Bad buzz in definition refers to a negative word-of-mouth phenomenon that is generally born on the web and more precisely on social networks. It then spreads to other media such as television and the press and takes a strong scale. It is an attack (a set of criticisms or negative opinions) that damages the Google reputation of a company, brand or person when mismanaged.

The bad buzz in communication stems from the fact that with the evolution of technology, consumers today have the power and the means to give their opinions on products and services. Whether these opinions are positive or negative, they are conveyed on social networks, in the media, by word of mouth, on blogs or websites and can trigger a scandal.

This phenomenon typically occurs as follows:

• A user expresses their dissatisfaction or mocks a brand;
• Their subscribers who are of the same opinion as them do the same;
• What follows is a flood of negative posts and comments.

The bad buzz in communication can then be unintentional, that is to say created by Internet users, a clumsy employee, a customer or a dissatisfied employee. Similarly, it can be voluntary, that is to say generated by the company as part of its marketing campaign.

When provoked by an upset employee, it can be very damaging to the employer brand. For this, it is advisable for any company to register on a trusted platform of employee reviews in order to collect the opinions of its employees to satisfy each of them.

What causes bad buzz?

The causes of bad buzz or negative word of mouth phenomenon are numerous. We can illustrate them with examples of well-known brands. The bad buzz in communication usually results from the reaction of Internet users to one of the following situations.

An unsatisfactory service or product

This is the case of Samsung with the Galaxy Note 7 whose battery explodes. In 2016, the Korean brand faced a bad buzz after the release of its phone called Galaxy Note 7. Indeed, many people have complained because of the multiple battery explosions recorded with models of this device.

Advertising not appreciated by everyone

This is the case of Dolce & Gabbana which ignites the Chinese market with an advertising video. This teaser shows a young Asian woman awkwardly trying to enjoy Italian food using chopsticks. Off, there is a male voice that explains how to eat these specialties. In 2014, Perrier similarly attracted the wrath of some Internet users with a can advertisement that alluded to sex.

Another example of bad communication buzz related to bad publicity is that of the company H&M. The latter published on its website a photo that shows a little boy of black skin wearing a green sweatshirt with the inscription “Colest Monkey In the Jungle”.

Poor corporate communication

Whether it’s a post, a comment or an interview made by the community manager or a member of the company, poor communication can generate a bad buzz. This is the case of Barilla with Guido Barilla who makes discriminatory remarks against the homosexual community during a program.

A decision that is not unanimous

This is the case of Nike which takes as muse the most hated American footballer of the United States Colin Kaepernick. We can also illustrate this origin of bad buzz by the case of the Dale of Norway brand. This company, in its marketing strategy, creates controversy by embellishing the sweaters of Norwegian athletes at the 2018 Winter Olympics with runes, a symbol widely used by neo-Nazis.

An act committed voluntarily or involuntarily

The bad buzz in communication can also come from an inappropriate act committed by a member of the company. This is the case of the bad buzz of United Airlines whose agents forcibly expel a passenger from one of its flights.

Greenpeace also faced a similar bad buzz in 2014. As part of its communication campaign, this NGO inscribes on the archaeological site of Nasca in Peru “TIME FOR CHANGE! THE FUTURE IS REBEWABLE GREENPEACE”. If the organization thought it was working for a good cause, the Minister of Culture of Peru considered this act a crime against cultural heritage.

A financial, health or social scandal

It is possible that the bad buzz in web communication occurs following a financial, environmental or social scandal. It can be tax evasion, dismissal of an employee without valid reason, an environmental accident, a data leak, contamination of products, etc.

How to manage bad buzz?

The bad buzz in digital communication is a real poison to the image of brands, especially if it is poorly managed. It can therefore lead to reduced sales and turnover. For more information on this topic, check out this article on what branding is.

It is therefore essential to understand the fundamentals of crisis communication and to know what measures to adopt. Here are some tips to apply for a good crisis management of bad buzz in communication.

Identify the origin of the bad buzz and react in time

To deal with a bad buzz in business, the first reflex to have is to determine its origin and since when the situation started. With effective crisis communication, you can eradicate the source of the problem before it gets worse. That’s where the watch comes in.

On the other hand, if the bad buzz has already grown too big, you only have to identify the main actors, that is to say those who take care of its spread. It can be influencers, Internet users, your unhappy customers or employees, your competitors, etc.

Once these people are identified, you will provide them with personalized answers to solve the problem. The sooner you react, the less quickly the bad buzz spreads and the faster it disappears.

Take a step back to see the big picture

It is true that you must be very responsive in order to stifle the growing rumor as quickly as possible to protect your brand image. But answering without thinking is not the ideal solution. You may give inappropriate answers that could make the problem worse. So, instead of rushing to react, you have to think about analyzing all the elements of the phenomenon to find the appropriate loopholes.

Avoid removing reviews and their sources

In case of bad communication buzz, you may be tempted to remove the source of reviews as well as the negative reactions of Internet users. That’s a very bad idea! By doing so, you could fall victim to the Streisand effect.

In other words, by wanting to hide or remove the origin of the bad buzz, you could create the opposite of the desired effect. The information you want to hide can become popular, making you look like a “coward”.

Communicate and respond to negative comments

Instead of removing negative comments and the source of bad buzz, you should instead respond to them as quickly and calmly as possible. Leaving Internet users unanswered will only make the situation worse.

Similarly, you must react quickly to forget the bad buzz as soon as possible. To do this, you must rely on the information you have previously collected. Your reaction will depend on the origin of the bad buzz. For example, in the case of fake news, there should be no delay in restoring the truth with supporting evidence.

Take the opinion of your employees

Employee reviews are very important for the company in case of bad buzz in web communication . Indeed, they allow you to know the opinions, feelings and needs of your employees in order to comply with them. Thus, you avoid any risk of bad publicity that may come from the rank of the latter.

Employees can also, through their opinions, help find solutions for crisis management. Similarly, for the reader, positive reviews give your business a positive image. This will help restore your employer brand and brand image after the crisis.

Acknowledge your mistakes and apologize

If you are guilty of the facts that you are accused of by Internet users, the best solution is to acknowledge your fault and apologize with sincerity. You can apologize on social media or through a press release.

In this way, you show Internet users that you are aware of the facts of which you are accused. Because of this reaction, your audience will have an easier time trusting you again. Confessions are proof of reliability, honesty and transparency. In addition, in case of bad buzz in web communication , avoid blaming the person who is at the root of the problem.

Playing the transparency and humor card

Transparency is essential to counter a bad buzz in digital communication . Before trusting you again, your audience needs to understand what happened.

Take the example of the Findus lasagna scandal, which included horse meat when it was stamped 100% beef. To get by, the brand had to answer each of its customers’ questions via a toll-free number and on its website.

In addition, depending on the severity of the problem, you can turn the page by adopting a communication based on humor or self-mockery. In this case, refer to the crisis communication example of the company La Redoute to know how to manage your bad buzz.

Communicate on the measures taken to solve the bad buzz

It is not enough to explain yourself. For a good management of a bad buzz in web communication , you must inform the public of the actions that the company intends to take to solve the problem. Through such communication, you appease cybernauts and show them that your company is listening.

Of course, the steps you take to repair any damage will depend on the cause of the bad buzz. You can be inspired by some examples of bad buzz such as Samsung, SNCF, Renault, Pôle Emploi, etc.

Choosing a good representative for the company

To manage a crisis of bad buzz in web communication , it is essential to choose the person who will take care of speeches and communications. To do this, you must rely on criteria such as oratorical skills, because effective crisis communication fundamentally requires persuasive eloquence.

The nature and complexity of the phenomenon must also be taken into account. For example, in the case of a communication error, you can use the services of an e-reputation and communication agency.

How to avoid bad buzz?

Certainly, all companies or brands can be victims of a bad buzz in digital communication . However, it is possible to avoid this harmful phenomenon to the company’s e-reputation by following a few very simple tips. Here are some of them.

Constant monitoring

To anticipate and prevent a phenomenon of bad buzz in communication on the web, it is necessary to actively watch over your cyber reputation. You also need to monitor your industry, market, brand, competitors and audience.

In other words, you have an obligation to stay on the lookout for all rumors to identify those that can trigger a bad buzz. Having a reputation monitoring tool is therefore essential for any company.

Pay attention to your communication

The error of the community manager and poor communication are among the frequent causes of bad buzz in digital communication . Companies must then think about framing their communication. Pay attention to everything you post and take the time to check your content, actions and speeches beforehand to avoid any offense or mistake.

The brand can create a social media usage charter that all employees will use, whether as part of a social media strategy or for their personal browsing.

Regarding the topics to be treated, there are some that should be approached with caution, or even avoided. These include:

• sexuality,
• sexism,
• religion,
• Death
• ethnic origins,
• politics.

If during the review of content, you have doubts about the effect it will have on Internet users, the ideal is to abandon it.

Publish adapted content on the web

One last tip to avoid bad buzz: define an effective strategy to occupy the internet with relevant content. For example, to guard against negative comments and opinions about your products and services, you can publish content that presents your offers, their quality and their benefits. Thus, you drown any bad buzz about your products at the source before it spreads.