How Should Brands Act Becoming Viral for the Wrong Reason?
Brands should engage openly with their audience to rebuild trust and loyalty
As a brand goes viral for the wrong reasons, quick and strategic action is crucial. No matter what the situation is, honesty should always come first. That will not only clear up the issue but also help brands avoid further harming their reputation.
How can a brand become viral?
There are many factors that can draw people’s attention to a brand. Some of these factors are positive, such as engaging content, amazing service, or notable achievements. However, attention can also stem from negative reasons, such as controversies, mistakes, or scandals.
The impact of going viral online for the wrong reasons
Going viral on social media for negative reasons can seriously harm a brand’s reputation and finances. It can lead to lost trust, decreased sales, increased public scrutiny, social media backlash, and demoralized employees. While loyal customers will have their trust eroded, they might forgive the brand if they are approaching it the right way. Therefore, businesses should take a careful approach to win back their customers.
Is there a way to fix it?
Taking proactive action as an approach
Proactive action is considered the best approach for several reasons, especially when a business faces a negative situation. By taking proactive measures, a business demonstrates that it takes the matter seriously and is genuinely committed to improving and correcting its mistakes.
Service recovery
When a service failure occurs, how a company responds can significantly influence a customer’s willingness to forgive and remain loyal. Research suggests offering explanations, providing fair compensation, and showing empathy.
Don’t repeat these mistakes
Not paying attention to feedback: It is crucial for brands to monitor comments to understand audience reactions and gather valuable insights. By paying attention to this feedback, brands can better strategize their response and decide on the best course of action to address the issue effectively.
Giving defensive responses: Giving defensive responses can worsen negative situations, especially when the issue is clearly the brand’s fault. Instead of being defensive or dismissive, admitting mistakes can help calm the situation. If there is a misunderstanding, honest communication can help to resolve the issue.
Remain silent: Remaining silent can imply guilt and worsen public perception. This can be seen as avoiding accountability, which worsens the brand image. Addressing issues openly builds trust. Brands should communicate honestly and openly to manage the relationship between them and their customers.
Focusing only on damage control: While a proactive approach is important, quick fixes that don’t address the root problems can cause damage to a brand’s credibility. It can lead to missed chances for real improvement, a loss of customer trust, and more criticism from the public and media.
Conclusions
When a brand goes viral for the wrong reasons, they should not only mitigate the damage quickly but also try to regain trust. Quick action can prevent them from further damaging their relationships with their customers. By engaging openly with their audience, brands can rebuild their reputation and strengthen customer loyalty. In turn, it may turn a potentially damaging situation into an opportunity for growth and improvement.
