Megan Hjulfors, ARC Resources Limited
Engaging with users on social media is an important part of delivering valuable communications and creating trusting online relationships. But navigating the chaotic and unpredictable world of social media can be a daunting task. In this hyper-public world, taking a thoughtful, consistent and strategic approach to engagement is critical to avoiding public blunders that could hurt a company’s reputation and discredit its communications efforts. Here are some rules of engagement to help navigate the social world.
Not Every Comment Needs a Response
It is not necessary to respond to each and every tweet and comment. If a user makes a factual statement or shares a sentiment about your company, there is most likely no expectation of a response. As a general rule the following types of comments require a response:
- When a user asks a direct question;
- When a very strong statement is made (positive or negative);
- When a user is pointing out a mistake made; and
- When there is a request.
Don’t Forget about the Good Stuff
It is human nature to focus on the negative, but when responding on social media don’t forget about also responding to the positive comments. By responding to positive comments you are creating two beneficial outcomes. Firstly, you are building an online relationship with a user who is a supporter. Secondly, you amplify the reach of the positive comment, allowing more people and larger networks to see it. There are multiple ways you can respond to a positive comment other than sending a thank you; consider ‘liking’, ‘favouriting’ or ‘re-tweeting’ the comment.
Humble Pie
Responding to negative comments can be a lesson in humility. It will be important to take the time to thoughtfully compose the response, ensuring that your message is balanced and consistent with your brand values. No matter how you choose to respond, remember to engage in a constructive and genuine way. If an apology is appropriate or necessary, aim to do so with a level of empathy. Remember, people are not looking for perfection online, but they are looking for humanity and true engagement. In the case of a very specific or sensitive comment, you may prefer to send the commenter a private message. This can be a great strategy, allowing both parties to engage in a conversation and express their viewpoints. However, if you choose to send a private message, make no assumption that this conversation will remain private.
Be Punctual
As with most instances in life, punctuality matters in social media. For all comments that require a response, aim to respond within 24 hours from the time of posting. If the matter is sensitive and you cannot confidently gather the facts and respond within 24 hours, send an acknowledgement that you have seen the message and that you will respond once you have all the necessary information.
Think Before You Type
Social media is an emotional medium. This is part of its appeal. However, as a company, getting emotional is never the right ticket. The best advice is to step away from the keyboard and take a deep breath before drafting a response. Additionally, if it is not already built into your social media procedures, be sure to get a second objective eye on your message before posting.
Do Not Feed the Troll
Social media is the soapbox of our generation. If you have spent any amount of time engaging on social networks, you have surely encountered an internet troll. A troll is someone who posts inflammatory, extraneous or off-topic messages with the objective of inciting emotion and rage. In most cases such messages do not deserve a response. In fact, by responding you are inviting an online battle that you likely cannot win or control. You would not negotiate with someone who is hysterical or irrational in real life, so don’t do it on social media.
Master Your Own Domain
For an IRO, the world of investor chat rooms can feel like going down the rabbit hole. While it is important to monitor these forums to glean sentiment about your stock, the challenge becomes what to do when you find incorrect comments. What you do not want to do is respond on the chat room. Remember that chat rooms are a community of members with clearly defined insiders and outsiders. As a corporation, you are most definitely an outsider. Instead, consider the platforms you have at your disposal to broadcast the correct information. Leverage the power of your own corporate website or social media platforms and perhaps even reach out to the media. Through these platforms you can provide the facts and expand the audiences that have access to the correct information.
The power of social media is its ability to connect users and ideas. For any company active on social media, responding to comments is equally as important as producing interesting and informative content. By staying responsive, open-minded and human your social interactions should be successful for both you and your company.
Megan Hjulfors is Investor Relations Advisor at ARC Resouces Ltd. in Calgary.