Social Media – Paynter Communications

“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:

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.
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.
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.”)
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.
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.

In mid-March, Starbucks CEO Howard Schultz announced an initiative that would encourage baristas to engage customers in conversations about race. By writing “Race Together” or placing “Race Together” stickers on customers’ cups, Starbucks would lead the country into meaningful conversation and help to heal racial divisions.

The backlash on social media was both immediate and fierce. Twitter lit up with comments about Starbucks’ disproportionately white male leadership team and questioned why there are no Starbucks in places like Ferguson, Mo., where police fatally shot an unarmed black man last summer. Things got so ugly that the senior vice president of global communications blocked negative comments on his Twitter account – and, in response, people pointed out the hypocrisy of expecting 20-somethings to talk about something he couldn’t deal with.

Just one week after the initiative began, Schultz told baristas they would no longer be asked to write “Race Together” or place stickers on customers’ cups. Somewhat disingenuously, Starbucks said they were not reacting to the backlash, but following a schedule to end this phase.

Why would Starbucks think this was a good idea? Race has always been a divisive topic in America, difficult to talk about even among close friends. Why would anyone presume that a customer who comes into your shop for a cup of coffee – perhaps to check email, visit with a friend or simply relax – cares what your employees think about race? Even more, when customers stop for coffee on the way to work, it’s completely insensitive to expect engagement on ANY topic, let alone one so difficult.

But this went beyond not understanding its customers. The company’s tone-deaf communications suggest their CEO is doing something courageous. Remember, not all that long ago, brave people in this country were blasted with fire hoses, brutally beaten and killed for speaking out about civil rights. Now Starbucks says “It began with one voice” – its CEO’s voice. That is so wrong. It ignores history. It dismisses true courage. And it shows a lack of appreciation for those who are doing the hard work to resolve these issues.

If Schultz actually wants to contribute to the conversation on race, he should spend serious time in minority communities, listening to the disenfranchised, to church and community leaders. He should ask them how he can help. He should offer support to community organizations that are already working to improve race relations.

Starbucks could also have positioned itself as convener, prompting customers to discuss tough issues with each other rather than promoting forced and awkward small talk with employees. Difficult conversations have taken place over coffee for decades. But the next time I buy Starbucks, I’d prefer prompt and friendly service to a conversation with a barista on such a complex issue.