Social media platforms, which are widely used, have become very familiar to companies, as they operate official accounts to increase brand awareness and communicate with users.
Social media is convenient, but one thing to be careful about when using it is the risk of online backlash.
This time, we’ll be discussing essential measures for preventing online crises in companies using social media, including countermeasures and points to keep in mind when a crisis occurs.
1. Corporate social media operations inherently carry the risk of online backlash.
While social media platforms that allow anyone to easily post are convenient, their high potential for spreading information means that negative information can also spread very quickly .
In fact, there have been cases where inappropriate remarks or actions on official company accounts have sparked online firestorms. When a firestorm occurs, it can damage a company’s image, lead to decreased sales, negatively impact recruitment efforts, and erode trust not only from users but also from business partners, potentially affecting the very foundation of the business .
For companies that utilize social media for marketing, in particular, the risk of online backlash is inherent, so it’s crucial to always be vigilant and take preventative measures.
2. Main causes of online outrage
To avoid causing a firestorm, it’s important to first understand what kinds of posts are likely to ignite controversy.
The main causes of online controversies are as follows:
2-1. Inappropriate posts by official accounts
First, there are inappropriate posts from official company accounts.
While there are many cases where staff members make unique posts to build rapport with users, and these posts become popular, sometimes a lack of media literacy on the part of the staff member can lead to discriminatory posts that unintentionally ignite controversy and cause outrage .
Also, you need to be careful about mistakes that could occur when using official and private accounts, such as accidentally posting something to the wrong person.
2-2. Posts that violate the law
When posting about your company’s products or other related matters on official social media accounts, be sure to check that the content does not violate any laws.
Exaggerated advertising that violates laws such as the Premiums and Representations Act or the Pharmaceutical Affairs Act can cause outrage and potentially escalate into legal problems.
2-3. Negative user comments
Even companies that don’t operate official accounts can still be affected by online controversies on social media.
As mentioned earlier, negative information spreads particularly easily and can go viral very quickly.
Complaints from users who have used a company’s products or services can be posted on social media, and these can spread widely, sometimes even leading to a company being embroiled in a public outcry.
3. 5 Essential Tips for Preventing Online Backlash!
So, what measures should companies take to prevent online backlash?
Here are five measures companies should take to prevent online crises.
3-1. Literacy education for employees
First, let’s thoroughly educate employees on media literacy to prevent them from making inappropriate posts .
Social media firestorms aren’t limited to official company accounts; in recent years, inappropriate posts by part-time employees, sometimes referred to as “part-time job terrorism,” have become a major problem, and can also be caused by posts from individual employees.
Therefore, it is important to provide literacy training not only to those in charge of the company’s official social media accounts, but to all employees , and to establish policies regarding the use of social media.
3-2. Establish rules for using social media.
Establishing rules for using social media, along with policies and guidelines, is also an effective strategy.
By establishing internal rules to prevent posts that could ignite a social media firestorm, you can reduce the risk.
3-3. Official social media accounts should be managed by multiple people.
To manage your company’s official social media accounts, avoid relying on individual managers and establish a system that involves multiple people and thorough double-checking .
Sometimes, when working alone, you might not notice problematic errors in your posts.
By having multiple people review and approve posts before they are published, you can prevent inappropriate posts from being made public.
3-4. Practice how to respond in the event of a social media firestorm.
If a controversy erupts, mishandling the situation could worsen it.
To be prepared for any eventuality, let’s practice so that we can take swift and appropriate action in the event of a firestorm .
It’s a good idea to create a response flow chart and manual.
3-5. Hire a specialized security company.
By entrusting crisis management to a company with specialized knowledge and expertise , you can reduce the risk of a crisis from a more technical standpoint.
In particular, when it comes to issues like online firestorms stemming from user posts, it’s not simply a matter of being careful about the content of posts ourselves, so there are limits to what we can do internally to address the problem .
Let’s use social media more safely by hiring a specialized security company.
4. Points to keep in mind when your online controversy escalates
Even with preventative measures in place, you never know when or where a social media firestorm might erupt.
In that case, mishandling the situation could worsen it, potentially leading to secondary damage.
If you find yourself in a situation where your posts are causing a controversy, keep the following points in mind.
4-1. Don’t panic and delete your post.
If a company’s social media account is embroiled in controversy, some people might think they need to delete the problematic post immediately.
However, hastily deleting the post without any response or explanation could be perceived as an attempt to cover something up, potentially escalating the backlash .
4-2. Don’t apologize just because you feel like it.
Because information spreads very quickly, a swift response is considered crucial when a social media firestorm erupts.
However, if you rush to respond and apologize without properly verifying the facts, you may end up giving the impression of being insincere, which could worsen the situation.
When issuing an apology, first calmly verify the facts and identify the cause, then determine the company’s direction and carefully review the content of the apology .
5. Leave your crisis management to Brand Cloud.
The internet presents many risks that can impact a company’s operations, including the risk of online backlash, but these risks can be mitigated by implementing effective countermeasures.
If you’re looking to prepare for internet-related problems, please entrust your needs to our company, Brand Cloud.
Our company offers services such as brand lifting services , which are carried out using a systematic approach developed in the United States with statistical methods , and ” Brand Security ,” which provides fundamental countermeasures against the risk of reputational damage .
In addition to positive measures that lead to improved branding, reputation, and increased awareness of companies and products , we also implement
unique measures that can adapt to the ever-changing algorithms of the internet . These measures include early detection of negative damage such as defamation and reputational damage through effective risk monitoring using AI , and efforts to mitigate and prevent such damage .
Brand Cloud’s distinguishing feature is its ability to effectively protect corporate activities from a wide range of online troubles through such highly successful strategies and extensive know-how .
Furthermore, if a controversy erupts, it’s possible that the information could spread not only on the social media platform in question, but also to other places where it could reach even more people, such as search engine suggestions, due to its high virality.
We also offer a free survey that comprehensively investigates these various risks, so please feel free to use it at least once.
6. Summary
In this article, we’ve provided a detailed overview of corporate crisis management, including the causes of crises, five essential countermeasures, and important points to keep in mind during a crisis.
In today’s world, where social media is widespread, companies must recognize the inherent risk of online backlash and take thorough preventative measures beforehand.
If you are having trouble with internet monitoring or other measures to prevent online firestorms, mitigating reputational damage during firestorms, or restoring your brand image, please contact our company, Brand Cloud.
Need expert help?
Contact us for a customized reverse SEO plan.