They all say that "shopping malls are like battlefields". In the daily operation and promotion of corporate brands, although you won't maliciously slander other peers, you can't stop the intentional attacks of competitive institutions. Even in some fiercely competitive and cruel racetracks, friendly businesses have made bottomless image and word-of-mouth attacks in order to achieve brand closure, which has hit the word-of-mouth of the target brand and even lost their intended customers. (In reality, everyone should have heard of this situation. )

The so-called "people don't commit crimes against me, I don't commit crimes; If people attack me, I will be a prisoner! " Then, when the corporate brand is maliciously slandered and slandered by competitors, how to take actions to minimize the adverse effects of negative comments, achieve effective suppression of unfriendly public opinion, and then save self-image?

Today, I will talk to you about several effective coping strategies in operation practice. It is emphasized that although some mature companies will have their own special public opinion monitoring and crisis public relations teams, more small enterprises will hand over the negative detection and handling work to operators. (Operation means doing odd jobs, and all kinds of things should be taken care of. )

Note: What I want to talk about today is not the bad reviews of customers of e-commerce/catering platforms. In this case, everyone should aim at "1 negative evaluation can reach 10 positive evaluation". How to show the brand's high emotional intelligence in reply words can not only make customers satisfied with your handling attitude, but also let subsequent customers see the brand's demeanor, thus increasing friendliness and trust. I can also tell you this operation method next time.

Coping strategies 1: reporting complaints

On the grounds of deliberate smearing, seize the loopholes in speech (such as slander/abuse/exaggeration) and other handling methods to launch a complaint to the platform decisively and promptly, and strive to block or even delete the answer; Generally speaking, it is recommended to try several times with the certified official enterprise number, and the chances of success are relatively high (after all, it costs money, ahem, you know ...)

Coping strategy 2: tit for tat

Respond to the smear speech one by one, focusing on serious untrue words, and strive for it according to reason (even bluntly compete for malicious guidance); It is best for the parties/brands to come forward (combining with favorable actual conditions, constantly launching counterattacks from the commanding heights of morality and law). Typically, the official statement requires the other party to apologize immediately, and even does not rule out initiating procedural proceedings against the other party for alleged infringement of reputation rights (familiar with it? Common s operations in star studios ...)

Coping strategy 3: word-of-mouth recovery

Here can be subdivided into two coping styles of cosplay:

Cosplay 1: use the experience and perspective of an experienced person to refute smear remarks.

1. Customers participating in the cooperation

Point out the inaccuracy of the corresponding smear speech with personal experience; At the same time, be prepared for private letter/being questioned. After all, you are currently visiting some pits and water for them, so your speech is the most convincing and representative at this time.

2. Customers who have worked together.

This is also easy to understand. The experience of successful cooperation refutes the subjective assumption of the corresponding remarks, pointing out that there is objective reality in the process of cooperation between Party A and Party B, but the foothold is more inclined to the proportion of Party A/Party B's weight factors (to some extent, it can also be understood as "throwing the pot"), and it is also ready for private letter/query (maybe there will be a new wave of customer recommendations ~)

3. Official number or representative number of Party B.

If the first two counter-attacks are based on the identity of cooperative customers, then using the official number or related accounts that can represent the official posture to counter-attack from their own position can also greatly establish the brand's lofty and just image:

First of all, you can righteously refute all anonymous comments and sneer at anonymous sunspots who dare to do it. Such institutions can only be clever and can't get on the big stage; (Anonymous/trumpet will be treated as sunspots)

Secondly, it has been repeatedly explained that there were too many incidents of discrediting competition before, and it was ridiculous to think about it. It is shameful to hide behind the scenes and stab in the back instead of paying attention to brand promotion.

Third, further show your high profile, declare that you will not maliciously discredit friends and businessmen, but rely on your own influence and strength to win/convince customers, and also advise competitors to be kind, have a big picture, have a long-term vision, and don't be short-sighted and self-interested, and finally shoot themselves in the foot. (You can even formally sign and seal, and promise to take full responsibility for any disputes or discrepancies in the above facts-this is really a demonstration of confidence)

Fourth, we should also believe that customers have discerning eyes. If they really don't want to choose us, we also wish them a happy cooperation in friendly countries and send sincere wishes, expressing our willingness to purify the industry atmosphere with colleagues. (tut tut, isn't this brain awesome? )

Fifth, we can appropriately express our disappointment with platform monitoring. Frankly speaking, more and more water forces are swearing and confusing people recently, but they firmly believe that the platform will have wise judgment.

Note: It is best not to reply anonymously to the above points. As an operator, we should also see the necessity of daily registration. (Of course, it is not excluded that batch execution of tripartite batch accounts can be considered under special circumstances. )

Cosplay II: "Rational China Guest" Response

4. Intentional customers

It means the same as some process experiences described by Heizi, but it is necessary to give positive comments on the wipes, indicating that it is ready to cooperate and try, to highlight the comparative advantages with other brand organizations, or to be recommended by friends, or to be trustworthy ... In short, it is necessary to state the choices made after understanding by many parties.

Note: try to simulate the real contact process, so as to facilitate similar people to sit in the right place.

5. pure passers-by

The attitude of the people who eat melons is not good or bad, which shows the present situation of involution among institutions in the same industry and bluntly discredits the facts.

6. Industry practitioners/observers (Royal spokesman)

You can put aside all kinds of concerns, simply and rudely tell the "inside story" of some industries and tell the truth of common problems. In the big environment, it is difficult for anyone to be alone. You can even suspect that the whitewashing party deliberately slanders institutions that have not been whitewashed (there is no suspicion of 320 silver here). After all, everyone survived like this, simply dragging them into the water and giving the choice to the customer for comparison and screening again.

Note: It is best to carry out different identity tags in batches and divide the time interval.

Coping strategy 4: ranking suppression

Here is mainly based on the platform ranking recommendation and display mechanism for effective SEO-like operations. Can also be divided into two ways:

Suppression method 1: Under a hot topic, choose one or several high-quality answers (or official content) from all the above replies to like and comment, so as to improve the ranking of positive content as much as possible.

Suppression method 2: simply introduce more new topics on the platform, arrange positive responses from various accounts under new topics, and then suppress old negative topics with interactive promotion.

Note: remember to launch a new answer under the topic for all kinds of positive replies, and don't comment under the smear speech (on the one hand, the other party has the right to screen, on the other hand, such interaction will raise the smear speech to a higher level)

Coping strategy 5: divert attention

Method 1: Governing by doing nothing. That is to say, selectively ignore the topic, and put the official statement reply at the front (so that there is at least one official clear statement), and only the natural visiting customers need to identify it, so that the negative impact can be controlled within the effective range.

Method 2: Take the initiative. "If people attack me, I will attack." Now that the other side has shown its sword, we might as well start attacking possible competitors with all our strength, making it difficult for customers to make a choice at the moment, and then come back to our side after comparing their advantages in many aspects. (You can constantly amplify the pain points of competition in an anonymous way. )

The reason why I put this point at the end is actually that I don't want to see the reality of malicious competition and smearing. This unnecessary internal friction will only bring bad industry atmosphere in the end. As an operator, I also despise it. (I advise you to be kind)

Ok, let's share so much for today.

Finally, if you are also an operator, you may wish to search something related to Internet operation and look forward to sharing more things about brand operation (new media/self-media) with you. See you next time!