Tag: perception

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.

The wisdom of sharing bad news first

Earlier this week, a high school teacher from the public school district where I live was arrested in a local park and charged with sexual battery. He is accused of having sexual contact with a student.

First, let me clarify that we are not working on this situation but have worked on many other cases where someone in authority is accused of inappropriate behavior with children. And since friends and neighbors know what I do, several have approached me over the past few days to ask my opinion about the school district’s response. I, in turn, ask what they think.

What’s interesting is the difference in perception. Those who do not have children in the high school tend to be satisfied with the district’s response. But parents of high school students have expressed frustration about the lack of information from school officials. This reinforces two primary principles of good crisis communications:

  1. Communicate first with those who are most affected by the situation. If at all possible, share the news with them before they learn about it in the media. This will increase your credibility with these critical audiences.
  2. Humanize your communication. Provide opportunities for face-to-face interactions and two-way conversations. It’s important for students, parents, faculty and staff to ask questions and share their concerns. Even if you can’t answer many of their questions – and there are limits to what you can say in a criminal case – share what you can and explain that you can’t share details without jeopardizing the investigation. And, of course, do everything you can to protect the privacy of the victim(s).

There is no “one size fits all” strategy in a crisis. However, it’s important to think beyond the media and remember that you have spent decades building relationships with your stakeholders – in this case, the victim, parents, faculty & staff, students, alumni, and so on . When something bad happens, finding ways to address their concerns must be a top priority. You may not be able to answer every question but at least give them an opportunity to be heard.