Can a shitstorm also have positive consequences?
Posted: Sun Feb 02, 2025 8:48 am
Can a shitstorm also have positive consequences?
Mass protests can also activate mass advocates. Sometimes a shitstorm is followed by a so-called candystorm from supporters and advocates. Of course, the high visibility of a company on social networks can also lead to greater popularity. A special case would be if a certain interest group that is itself stigmatized, for example politically, massively attacks a company digitally. This could lead to other interest groups gaining an even more positive image of the company.
But you shouldn't calculate such effects. Anyone who thinks about triggering a shitstorm to get more attention is playing with fire.
My company is currently facing a shitstorm. What should I do? What should I avoid?
Some shitstorms just have to be sat out, and the most important thing is to keep a low profile and observe carefully. However, if something has really gone wrong and you are in the middle of a communication facebook data crisis, there are a few generally applicable, sensible rules of conduct that can be followed:
Communicate openly: Denying, justifying, denying - you can safely forget about these things. If the damage has been done, the only thing that helps is absolute openness, always based on the most current state of affairs. Once again: only a professional can organize and formulate this well. If you don't have your own PR department, you should get consultants involved.
Take criticism seriously, admit mistakes: Say what happened, why it happened and what the possible consequences are. If something went wrong: Explain what you intend to do. Don't play down criticism. You don't have to put up with defamation, neither on your pages nor on social networks. But you shouldn't just delete critical comments on your online platforms.
Provide comprehensive information: Involve everyone involved. The public and the media as well as multipliers and those directly affected. Make sure that those directly involved in your company - such as the supervisory board, shareholders, investors and of course your employees - are the first to receive all relevant information.
Use all media: Stay in constant contact with all relevant people and organizations. In person, by email, by phone, with press releases, on the social web. However, an acute crisis is not the right time to establish a presence in social networks.
Keep your head down: Don't hit back before you've sorted yourself out. Anyone who goes to court, takes legal action against defamers and aggressively tries to defend themselves may end up attracting more attention than is actually helpful. Voices that are too aggressive and insulting disqualify themselves anyway. In cases of unjustified attacks, you will often even find that your fans and your network stand up and support you!
Mass protests can also activate mass advocates. Sometimes a shitstorm is followed by a so-called candystorm from supporters and advocates. Of course, the high visibility of a company on social networks can also lead to greater popularity. A special case would be if a certain interest group that is itself stigmatized, for example politically, massively attacks a company digitally. This could lead to other interest groups gaining an even more positive image of the company.
But you shouldn't calculate such effects. Anyone who thinks about triggering a shitstorm to get more attention is playing with fire.
My company is currently facing a shitstorm. What should I do? What should I avoid?
Some shitstorms just have to be sat out, and the most important thing is to keep a low profile and observe carefully. However, if something has really gone wrong and you are in the middle of a communication facebook data crisis, there are a few generally applicable, sensible rules of conduct that can be followed:
Communicate openly: Denying, justifying, denying - you can safely forget about these things. If the damage has been done, the only thing that helps is absolute openness, always based on the most current state of affairs. Once again: only a professional can organize and formulate this well. If you don't have your own PR department, you should get consultants involved.
Take criticism seriously, admit mistakes: Say what happened, why it happened and what the possible consequences are. If something went wrong: Explain what you intend to do. Don't play down criticism. You don't have to put up with defamation, neither on your pages nor on social networks. But you shouldn't just delete critical comments on your online platforms.
Provide comprehensive information: Involve everyone involved. The public and the media as well as multipliers and those directly affected. Make sure that those directly involved in your company - such as the supervisory board, shareholders, investors and of course your employees - are the first to receive all relevant information.
Use all media: Stay in constant contact with all relevant people and organizations. In person, by email, by phone, with press releases, on the social web. However, an acute crisis is not the right time to establish a presence in social networks.
Keep your head down: Don't hit back before you've sorted yourself out. Anyone who goes to court, takes legal action against defamers and aggressively tries to defend themselves may end up attracting more attention than is actually helpful. Voices that are too aggressive and insulting disqualify themselves anyway. In cases of unjustified attacks, you will often even find that your fans and your network stand up and support you!