Dear Brand Managers,
Let’s face it…engaging online isn’t always easy. Sometimes, things go wrong. Sometimes product updates don’t go as we plan. Sometimes there are issues. But, as with most things in life, honesty is the the best policy when it comes to communicating with your online community. If something goes wrong, let them know about it as early as possible. Communicate frequently with status updates about how you’re going to resolve the issue. Let your community know that you are:
1) aware of the problem; and
2) working to resolve it.
Just like in your face-to-face business transactions, engaging in open, transparent communication will help you build a strong, credible relationship with the customers you serve and will help build an affinity for your brand. Failing to communicate can not only make it look like you’re hiding something, but also send a message that you just don’t care.
No one is perfect, when something goes wrong don’t try to hide it or ignore it. Who knows, by engaging your online community, they might suggest a solution that you hadn’t thought of.
Have an experience (good or bad) with a brand communicating or failing to communicate about an issue? I’d love to hear about it in a comment!