Tag: credibility

Enhance your company’s reputation: Five tips to humanize social media content

“People who follow corporate social media accounts that present a human voice are more likely to have a positive view of the company,” according to a recent study conducted by researchers at VU University Amsterdam, The Netherlands, and published in the Journal of Computer-Mediated Communication. The study goes on to say a human voice translates into a better corporate reputation.

“People who follow corporate social media accounts that present a human voice are more likely to have a positive view of the company,” according to a recent study conducted by researchers at VU University Amsterdam, The Netherlands, and published in the Journal of Computer-Mediated Communication. The study goes on to say a human voice translates into a better corporate reputation.

As consumers, we know that to be true. Many of us have tried to interact with a company and encountered what felt like a robot spewing canned messages. This is not only frustrating but can actually cause a social media crisis. I recall reading a company’s Facebook page when the response to every complaint was exactly the same. They apparently had turned on “auto reply” and let it crank out automated messages which then went viral.

But change hats from consumer to PR professional and suddenly it’s not so easy. Especially when something bad happens, many companies hold a tight rein on their communications team, allowing them to only use “approved” messages. That leaves those in charge of social media with very little latitude in what they can and can’t say.

And watch out if the messages have gone through multiple layers of editing and approval! That often means “human vocabulary” has been translated into “business vocabulary” that means nothing outside the walls of corporate offices.

Here’s some advice on how speak like a “human” when you craft corporate messages for social media:

  1. Don’t get comfortable with anonymity. Remember, anonymous comments are written by a person and, even if that person posts a nasty comment, never respond in kind. Take a deep breath, count to 100, get up and walk around – anything to calm down before you respond.
  2. Be friendly but not condescending. Try to smile while you read it out loud. If you feel a frown coming on, rewrite it with a friendlier tone. But don’t try to be funny. Failed attempts at humor can be easily misinterpreted.
  3. Use first or second person (I, you, we) and active voice. You wouldn’t tell your neighbor, “The flower bed was dug up by my dog.” Rather, you’d say, “My dog dug up the flower bed.” (And you’d probably add, “I’m sorry about your flowers.”)
  4. Read it out loud. Is the tone conversational? For example, don’t say “utilize” when you mean “use” or “reside” instead of “live.” Contractions are fine on social platforms (I’m, you’re, can’t, won’t). Keep it simple.
  5. Don’t be afraid to say, “I’m sorry” but make sure your apologies are genuine. Be careful not to blame others or even to imply blame. Don’t “hedge” with phrases like, “I’m sorry if you were offended” or “I’m sorry if you liked those flowers.” That implies the other person is at fault or perhaps too sensitive.

These same tips work for media interviews and presentations. Saying what you mean in clear, concise sentences can go a long way toward humanizing your company.

Lessons from A-Rod’s Shattered Reputation

Remember when Alex Rodriguez was famous for being the highest-paid player in baseball history? The debate wasn’t whether he was a great player; it was whether he deserved more than $250 million a year. Now, instead of heading to Cooperstown, the Yankee shortstop joins the long list of professional athletes who used performance-enhancing drugs (PEDs) and lied about it.

We often talk about the “3Vs” frame for crisis stories, named for the three roles the media typically assign – a Villain, a Victim and a Vindicator. For years, A-Rod tried to portray himself as a “Victim,” even though it’s hard to feel sorry for someone who makes that kind of money, regardless of how he performs. Most Yankee fans remember how badly he performed in the 2012 playoffs, and he spent the entire 2014 season suspended for his role in the doping scandal. A-Rod denied the accusations and contested the suspension.

Now we learn that, when the DEA granted immunity from prosecution, Rodriguez admitted to using PEDs. In fact, he told them in January but continued to deny it publicly. A-Rod has been lying for years. His denials were vehement in 2007, when the Mitchell Report came out. Then two years later, he admitted using while playing for the Rangers. Then he went back to denying – and not just denying, but he attacked his accusers. He filed lawsuits against Major League Baseball and Commissioner Bud Selig, accusing them of trying to destroy his reputation and his career. He even sued his doctors and hospital. (He eventually dropped the lawsuits.)

A-Rod didn’t need help destroying his reputation. He did it entirely on his own. He is clearly not a Victim, but a Villain. Villains do not tell the truth and they try to blame others. Just like Lance Armstrong – who denied and attacked, before finally admitting the truth – Rodriguez has absolutely no credibility. He was suspended all last season and is eligible to return in the spring, but many Yankee fans don’t want him back – even though the Yankees still owe millions of dollars on his contract. How’s that for a shattered reputation?

Remember, to preserve your reputation, you must tell the truth.