By Stacey Tomasoni
So you have a good handle on your organisation’s online presence. You have someone tweeting, monitoring your Facebook page and updating your company blog. That’s all well and good during business as usual — but what happens when you have extenuating circumstances like a product recall? Do you have the knowledge, expertise and time to effectively manage the explosion of online chatter that might accompany your product recall?
There are a few key reasons why it’s even more crucial to manage your online brand perception during a recall than during business as usual, even if it means calling in extra product recall services.
It’s now the law
The Australian Federal Court and Advertising Standard Bureau issued new legislation last August deeming businesses responsible for third-party comments posted by fans on Facebook and Twitter pages. Further, these companies have more at stake than diminished brand perception. They might also be at risk of breaching consumer and advertising laws if fans post comments that are either offensive or misleading.
Even if your customers play nice on your social media pages, they might unknowingly post erroneous information related to your product recall, for which you will then be liable. Having eyes on your social media brand perception 24/7 is vital to prevent this from happening. Product recall services that include social media monitoring can employ scraping tools to swiftly find online posts and respond to or remove them, even if it’s during the middle of a Saturday night.
Fluctuations in brand perception
We all know how fickle social media can be — one day, a celebrity or business is beloved, and the next, their brand perception has bottomed out.
Organisations need a strategy in place to optimise customer engagement, loyalty and reach during a product recall to keep brand perception positive, even if this requires additional product recall services. Comprehensive data and meaningful analysis of this data can unearth the real brand perception behind your recall to determine precisely what is bringing sentiment down and how you can increase it. To get the full picture of the sentiment related to your product recall, specific keyword phrases, geographic location and demographics need to be included in perception monitoring activities.
As you move forward with more stringent oversight of your online brand perception during your recall, here are a few tips to keep in mind.
1. Be proactive
Make sure you are the first to announce the recall and all pertinent details through your various social media channels before someone else posts (potentially false) information for you.
2. Silo the conversation
Part of being proactive means organising the mass conversation around a specific product recall. Streamline the comments, posts and tweets by setting up a hashtag, special Facebook group or page meant solely for recall-related questions and information.
3. Address individual concerns offline
Rather than call one of your customer service lines for assistance during a recall, many consumers might ask questions via social media. Don’t hesitate to take these conversations offline with direct messages, emails or phone calls. Taking the time to communicate on an individual basis will boost your brand perception.
4. Monitor all channels during and after the recall
From Day 1 of the recall, it is your responsibility to track who is saying what about your organisation. Letting a few negative tweets or misinformed blog comments go unnoticed could be enough to tarnish brand perception and potentially land your business in legal trouble.
5. Provide relevant content and a recognisable voice.
Offer informative resources or help lines that concerned audiences can turn to for further assistance, and try not to use overly technical industry jargon in any recall-related posts.
Do you want more information on how product recall services can help you manage brand perception effectively during a recall? Get in touch with our product recall services team through our product recall services page.
Stacey Tomasoni has worked with Datacom for four years in a number of critical executive roles across the business. Her current role as General Manager, Australia has seen her lead large-scale operations across multiple sites, driving a number of positive business outcomes for both Datacom and its clients.
Stacey specialises in a number of areas, including rapid deployment of resources to respond to unexpected events, adoption of multi-channel resources, with a focus on self-help and call elimination, and using social media to listen, react and engage.