How to avoid a BP-like Online Reputation Disaster
June 18th, 2010
Since the oil spill crisis in the Gulf Coast started, we have seen BP struggling with its PR strategy trying to convince the world that they are doing all they can to solve the problem. Marketing communications experts around the globe agree that the best PR strategy in these type of cases is to actually solve the problem, period. But let’s focus on BP’s major mistake from an online reputation management (ORM) perspective.
In times of online transparency, information sharing, consumer-generated content, communities and blogs, having a plan for online crises in place before crises appear is a must, not a luxury. BP’s major mistake? They didn’t have one. As time passes many influencers and citizen journalists are picking up the conversation online, spreading a negative sentiment towards the company globally. The recent “small people” statement by BP’s chairman, added to previous statements issued by other BP officials, not only made things worse, but clearly shows the inexistence of a well-thought crisis communications strategy and plan, that should have included the Web. You’re now watching “live” how the reputation from a known, well-established global brand is been destroyed by the media, government and almost any eco-conscious citizen around the world, while the company is desperately trying to “clean the mess” and survive the storm. Remember, the social web has the power to amplify success by spreading ideas to millions of people, but it also has the power to amplify mistakes as well. Don’t let this type of disaster happen to your company. Here are some basic, general Online Reputation Management (ORM) guidelines that will help you effectively tackle a potential online crisis before it strikes.
- Embrace the new rules of marketing & PR. Whether you like or not the social Web is here to stay and is changing the way we interact, communicate, share information and make decisions. New rules are emerging that are reinventing complete industries. Learn the new game, get involved, join the conversation and embrace social technologies for your own benefit. Master the new rules of engagement and build your own community that supports you.
- Build and manage a solid online reputation. Your company’s reputation is one of your most important assets, if not THE most important asset nowadays. Only by smartly investing time and money to build and maintain a strong reputation, you’re going to be able to better fight off the inevitable reputation attacks you’re going to get sooner or later. It’s the realm of subjective perceptions, so get ready to become a Brand Ambassador and Reputation Manager.
- Monitor, listen, participate. You can’t manage what you don’t measure, so the only way to proactively prevent a reputation attack or take action quickly when your reputation is on the line, is to monitor and listen to what’s been said about your brand, in order to participate and influence those conversations online, NOT control them.
- Develop a crisis plan for your company. If you live and work in Florida you’re already familiar with the importance of having a disaster preparedness kit and a disaster plan in case a hurricane strikes. Your crisis plan is your gameplan on what to do to neutralize a reputation attack and avoid it to escalate out of control. It should include, among others, reputation audit guidelines, clearly defined goals, strategy and objectives, a detailed implementation plan and an online monitoring system to permanently track your online reputation.
Proactive prevention, like firemen say, is the key to avoid fires, but should a fire occur, remember to be open, honest and good at all times, ’cause “what happens in Vegas, now stays… on the Internet.”
Ernesto Sosa is Principal at SOWEB Inc. and leads the marketing consulting practice. You can follow him @ernestososa.
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