The Orlando Sentinel pointed out how SeaWorld is using online media to respond to the media and public reaction to the death of one of it trainers by a killer whale. The organization’s blog demonstrates both the opportunity and the risks of using these very open, transparent and interactive channels for communicating. Unfortunately, those with strong feelings about using trained animals for entertainment purposes take full and insensitive advantage of these opportunities to press their agenda. What communicators need to do is to prepare the organization’s management that this is exactly the sort of thing that will happen and while it needs to be monitored and not get out of control, showing this willingness to participate and provide a venue for that discussion is very important today.
This example is timely related to a mashable article that Mr. Malley forwarded to me, about building trust with social media. While I consider it still much more art than science, there is no doubt that social media is an increasingly important means and opportunity for organizations to build trust. But if science helps us understand the reasons behind what we intuitively sense is right, it is more than helpful.
One very important point made in this article is the value of speed. Responsiveness as seen in speed of response is critical when dealing with text (not having advantage of personal interaction). Here is the relevant quote:
Olson finds that when only text is available, participants judge trustworthiness based on how quickly others respond. So, for instance, it is better to respond to a long Facebook message “acknowledging” that you received the message, rather than to wait until there’s time to send a more thorough first message. Wait too long and you are likely to be labeled “unhelpful,” along with a host of other expletive-filled attributions the mind will happily construct.
Stephen M. R. Covey wrote the Speed of Trust, and now here is more evidence that speed and trustworthiness are related. This is so critical to understand because I keep running into communicators and their bosses who think that you can’t get out with anything until you have it absolutely right and complete. Having it right is critical, but you will never ever be complete, so you have to go with what you know right now. It is SOOO much better to say: “These are the facts that we can confirm right now, these are things we know are being said and reported but we cannot confirm that they are facts, but as soon as we verify them we will let you know.”
But, but, but, you say, that doesn’t read like a press release. Exactly.
Blog comments–a good thing or bad thing?
February 8, 2010When blogs first came out–say about 10 years ago–the ability to comment and enter into a conversation was one of their strongest suits. Now, the internet is dominated by this kind of conversation and interpersonal interaction–but as this Mashable comment points out, comments on blogs may be more controversial than ever.
Personally, the biggest problem I have on crisisblogger is from spam comments. While WordPress does a pretty darn good job of catching most spam, the nasty spammers keep finding ways around it. In the last few weeks, I’ve seen this kind of activity greatly increase with spammers using normal sounding names and nice and complimentary comments. While the spam catchers can’t catch the nuances, the comments are so silly and stupid and vapid that the spammers stand out pretty clearly. I delete them as quickly as I can.
But that is not the real problem with comments on blogs. If you engage in online conversation at all you soon discover what I call Toxic Talk. That apparently is why Engadget is suspending blog comments. Frankly it is incredibly tiresome. I go to my local newspaper The Bellingham Herald and it seems that the majority of people who take the time to comment on stories are mean, nasty, cranky, politically extreme and snarky. It seems the younger the group, the more politically-oriented the blog, and the more the subject lends itself to strong feelings (global warming, Apple computer, religion) the more heated and ugly the discussion is.
What to do about it? First, resist the temptation to get down there with these kind of people. As I learned a long time ago, when you wrestle in the mud with a pig, you both get dirty but the pig enjoys it. Second, monitor and police your comments. Hey, your site (blog, social media or interactive website for crisis or daily use) is your site, its your home, your castle, your turf. You can make the rules and you can enforce them. In the four years or so since I’ve had this blog I’ve only booted a couple people off for violating one of my strict rules–treat everyone with respect. No personal attacks and everyone has a right to be heard and responded to respectfully. Violate that and you’ll be treated like a spammer. Third, understand that there still is value in the interaction. I think Engadget is wrong. Yes, it is tiresome and annoying. Make rules, stick with them, but don’t discount the value of the conversation.
This is especially true in today’s crisis communication. Your stakeholders and publics need a multitude of ways to communicate with you and let you know how they are feeling. New social media such as Twitter and Facebook facilitate that to a greater degree than ever. But don’t let the noisy, uncouth toxic talkers allow you to plug up your ears from those who have something valuable to say, and don’t let them put you in a corner of someone who isn’t interested in diverse opinions.
Posted in Crisis Case Studies, Crisis Communications, Crisis Communicator, crisis management | 2 Comments »
Tags: blog comments, Engadget