| The one good thing about social media sites like | | | | services may escape online scrutiny unscatched. As |
| Twitter and Facebook is that they bring people closer | | | | Internet users turn more toward consumer opinion for |
| together. Consequently, the one bad thing about these | | | | references (TripAdvisor for travel suggestions, Yelp |
| sites is that they bring people closer | | | | for restaurant reviews, and so on), the probability that |
| together...sometimes too close for comfort. | | | | somebody may broadcast a negative review |
| Micro-blogging functionality has increased the casual | | | | increases. What do you do when that happens? |
| nature of conversation and the way people receive | | | | First things first: don't panic. It won't help your image on |
| news updates - it seems people rely less upon the | | | | any social site to lash back at criticism. Once you |
| established media in favor of reading bloggers and | | | | press send your words are out there, and even if you |
| "tweets" passed along the virtual grapevine. | | | | backtrack and try to erase a tweet there is the |
| Back in the day, Internet etiquette warned against | | | | chance somebody will have forwarded it on before |
| typing message in all caps as it implies shouting, and | | | | you can do that. It's best to approach complaints with |
| even now the lack of vocal inflection could lead one to | | | | a clear head. Address each blog comment, message |
| misinterpret the tone in which an online message is | | | | board post, or tweet personally and professionally, |
| relayed. A tweet or status update meant to be | | | | choosing your words carefully to defend your position |
| light-hearted could be taken the wrong way and lead | | | | without looking defensive. |
| to ill will, and this is especially not good if you use social | | | | Offer restitution: In the Internet age, the customer is still |
| media to promote your business. | | | | always right. If somebody feels he has not been |
| Recent flare ups in the social media sector | | | | treated fairly and decides to let the world know, |
| demonstrate the potential of backlash. When Honda | | | | damage control is usually in order. Depending on your |
| created a fan page for its 2010 Crosstour model, | | | | business, you can offer some kind of compensation in |
| Facebook users unleashed a stream of negative | | | | products or refunds - handle the situation as you would |
| feedback that prompted the automaker to respond | | | | if somebody came to your store or office. |
| with a polite open letter. The attraction to celebrity | | | | Above all else, listen: Put a human voice behind the |
| Twitter users, while giving some the comfort of a | | | | social pages, and listen to your customers/clients. The |
| virtual camaraderie with a beloved entertainer, could | | | | more responsive you are online to them builds a trust |
| also prove volatile. Followers of actress Demi Moore | | | | that carries through to people who find you in search. |
| learned this through a recent, heated back and forth | | | | Words are powerful, more so when used as |
| with gossip blogger Perez Hilton. | | | | weapons, so it is important to choose yours with care. |
| While your company's social profiles may not have the | | | | Be mindful of online critiques and keep a calm head so |
| same level of fans as a top car manufacturer or | | | | you can avoid the ugly side of Internet socializing. |
| Hollywood star, it doesn't mean your products or | | | | |
