Most large corporates can afford a PR department that can turn back misinformation claims or bad press. For smaller businesses, it can sink you.

With social media as the new complaints portal, it is essential to have your eyes firmly on the social channels. The trick is to respond as quickly as possible to any bad reviews to avoid long-term damage to your business.

Punish the messenger

Recently, a massive case in point was the knee-jerk reaction that some countries had to South African scientists identifying the new Covid-19 strain. All it took was one person to make the wrong decision, and the rest of the globe followed. As much as voices of reason were trying to let the world know the strain was not as prevalent in SA as it was in the rest of the world, the bad press already did the damage.

By the time the real news hit the streets, it would have carried a string of wrong information to the local WhatsApp groups. And of course, once it hits the mommy threads, it is as valid as Pluto is a planet.

Own a mistake or correct misinformation

The trick for companies is to always be on the pulse, to negate, apologise or make good on any news that affects your business. It is not always about deny, deny, deny. No, sometimes you need to own an error and be the bigger person. A genuine apology and make good can take the wind out of any sails.

Fake press releases trying to mansplain or explain a decision instead of just owning the mistake will often worsen the issue.

Social media can be a minefield of people who make up their minds about a person or business without knowing all the details. You need to know how to respond. It is about taking the emotion out of the response. State the facts and keep it all above board. It is never a good idea to fling mud back or get into a bitching match with the other person.

You have rights too

If something is posted about your business that is not true on a community forum, you can also contact the moderators directly. They will often ask for proof, and if they are happy, they will remove the post or stop the comments after rectifying the issue. Once that has happened, the media storm should die down.

If you see a lousy service or products trend, it is crucial to investigate your company. You may be missing things about your staff or even the distribution chain. Getting valuable feedback can often save your business from imminent disaster.

Bizcash is a South African company that wants to grow SME’s in SA to ensure a sustainable future for all.

Speak to our team to find out more about how we can support your business  with alternative funding options. Get in touch with us on 0861 93 93 93 or email us on info@bizcashscf.co.za or contact us here.

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