If you’ve spent any time on any social media channels, it’s not surprise that brand criticism is on the rise. Recent headlines have been filled with brands trying to manage crises, deal with public scrutiny, and salvage public support. From continued criticism Boeing faces to public outcry over Cloudflare improperly terminating an employee, brands have been put on the hotseat in public ways.
In reality, brands getting criticized is nothing new, it just wasn’t as public as it is today. Not too long ago, complaints could be dealt with discreetly. Sometimes issues could be ignored, and it took 24 hours for a headline to reach the public. Once it did reach the public, it was gone just as fast.
As they say, today is a different world and brands continue to see that firsthand.
But does that mean brands need to respond to every criticism or every negative social media post? I was having this discussion with a client recently, and as usual, the answer is, “not necessarily, but it depends.”
Spikes in Brand Criticism
As the consumer landscape continues to see seismic shifts, the stage is set for an unprecedented spike in brand criticism. The once hushed complaints have now found a booming echo chamber where disgruntled customers can turn a single tweet into a virtual megaphone for their grievances, thanks to the immediacy and global reach of platforms like Twitter, Facebook, and Instagram, all seeing huge increases in users.
While social media is still the epicenter of family photos and fashion reviews, it’s also a tool for consumers to hold brands accountable. Brands are now scrutinized not just for their products but for their values, ethics, and social responsibility.
The consumer is no longer a passive recipient but an active participant, demanding transparency and accountability. When brands fall short, the discontent is not whispered behind closed doors but broadcasted for the world to witness. To make it worse, communities are on the lookout for these issues.
Today’s consumers are vocal, empowered, and unafraid to use their digital voices to drive change. Because of this, we’ve seen a dramatic increase of brands being criticized in public forums. Brands navigating this new landscape must recognize that their every move is under scrutiny.
Purpose-Driven Marketing Paved the Path to Increased Criticism
The evolution of purpose-driven branding has transformed the corporate landscape. The concept of having a purpose beyond profit is not new. However, being a purpose-driven brand has taken on a new meaning over the last couple decades. The 1990s saw the rise of socially conscious consumerism as a new generation began to prioritize ethical and sustainable practices.
By the mid-2000s businesses realized their success wasn’t solely measured by financial gains but by the positive impact they could have. As social and digital media took over and global communities were connected, companies found themselves under increasing scrutiny. The need for transparency and authenticity became paramount, pushing organizations to redefine their identities beyond mere profit machines.
The transition to purpose-driven branding couldn’t just be a marketing strategy. This had to be a response to an evolving societal mindset that demanded a relationship between commerce and conscience. Today, purpose-driven brands not only contribute to social causes but also foster a deeper connection with consumers.
Brands have responded to the demands of consumers and in return consumers continue to increase their expectations for the brands. I’ll be the first to say these shifts needed to happen, but it’s a vicious circle that brands have created for themselves.
Should Brands Always Respond on Social Media?
With the internet serving as the global town square, brand criticism has become a digital art form. Brand-related complaints on social media have skyrocketed in recent years. Who needs a leisurely stroll through the park when you can vent your concerns on your social platform of choice?
Now, before you set up camp in the comment section, let’s channel our inner digital diplomats. While it may be tempting to engage in a digital duel for every critique, the strategic choice is paramount.
Consider this – not all online skirmishes warrant a battlefield response. Savvy communication is about discernment, addressing legitimate concerns while gracefully side-stepping the trolls who thrive on digital banter.
Every interaction is a chance to showcase your brand’s values and, along with some wit and wisdom if appropriate. But how do you know when you should respond? Sometimes it’s more art than science, but here are some things to consider:
Consider the gravity of the complaint.
Not all critiques are created equal, and some deserve a red-carpet response, while others can be left to your advocates.
Assess the source.
Genuine concerns often come from authentic profiles, while the elusive keyboard warrior thrives on anonymity.
Gauge the potential impact.
A minor skirmish might not necessitate a PR crusade or public statement. Sometimes taking it offline and directly to the consumer addresses the issue and creates a connection.
Be thoughtful about the response.
A well-crafted, light-hearted response may be appropriate, or it may be time to get serious.
Meet the expectations.
If you’ve set the expectation that you’re going to respond to every post, then you need to continue to meet that expectation.
Stick to your brand values.
If all else fails, let your brand values guide your decision to respond and embrace the brand that your customers have supported.
Finding the right way to respond, or not, can help turn criticism into an opportunity for meaningful engagement and showcase the resilience of your brand in the face of the virtual tempest.
Best Defense is a Good Offense
In the fast-paced world of social media and digital communications, where opinions are shared in the blink of an eye, the best brand defense isn’t just a good response plan, it’s an active offense. Cultivating an actively engaged online community is not just a bonus—it’s an essential ingredient for fostering brand loyalty and fortifying corporate reputation.
Brands who consistently look to simply dodge negative comments or spend their time reacting to criticism are doomed to repeat that cycle until the end of time (or the end of their business). Conversely, those brands out on the front lines engaging daily with their audiences are creating the best possible defense to criticism – an actively engaged community.
A vibrant online community serves as a dynamic platform where customers, stakeholders, and enthusiasts converge to share their experiences, exchange ideas, and provide valuable feedback. And yes, it opens your brand up to naysayers and detractors, but they will be after your brand regardless, so you might as well be an active part of the discussion.
By consistently connecting with your community, engaging with your fans and followers, and bringing your brand to life through those interactions (and really good content), you can foster the brand advocacy that helps brands survive even the worse of crises. Nurturing a vibrant digital community allows you to strengthen your brand identity and fortify critical support in the face of online scrutiny.
More Strategic Thoughts
Here are some additional posts to help as you create your Strategic Communications campaigns and plan your announcements:
– Transforming Content Creation and Public Relations with AI– Timing is Everything: Tips on When to Make Your Announcement
– Why You Should Take the “It’s THEIR Platform” Mentality for Social Media
– Do I Really Need A Strategic Communications Plan?
– A Meaningful Message, Or Pandering Without Purpose
– Pitching Media Like The Pros
