How to react as a company to a shitstorm?

You got a shitstorm and don’t know what to do? Don’t panic! We have tips for you that will help you deal with shitstorms:

1. react instead of ignore

Ignoring the problem is not a solution in any case! Most of the time it helps if you show that you are aware of the problem and try to solve it as soon as possible. It is of high importance to give feedback to people.

2. apologize & regret

Communication is the be-all and end-all in a situation like this. The phrase that is reluctantly used but almost always helps: “We’re sorry this happened. We will do everything we can to make sure it doesn’t happen again.” It is always good to express a clear and unequivocal apology.

3. communicate & inform with customers

Keep your customers informed, even if you don’t have clarity yourself yet. In such a case, you can use this phrase: “As soon as we know more, we will inform you immediately.” If you have new information, let your customers know.

4. delete negative feedback? No, thank you!

Deleting negative feedback makes your customers think you have something to hide. This only adds salt to the wound. If it is necessary to delete criticism or a post, you must always justify it.

Shitstorm quickly explained

Let’s start simple, the term shitstorm quickly explained:

The term shitstorm expresses a wave of negative reaction from a community.

Mostly as a result of a statement or a posting that causes outrage or excitement within a bubble. Companies and businesses (but also influencers) usually do everything they can to avoid such reactions from the web. The most effective means: no fails.

What to do? Read more here:

• Crisis management

Example docu: Beginning and what to do?

Celebrity shitstorm

Of course, such shitstorms do not only reach companies, celebrities and stars can also be affected.

Answers increase the response rate ergo the range

What makes influencers successful is the high interaction rate and the strong commitment of their fans. But how do influencers generate this high interaction rate? Bloggers or influencers think differently than companies, they like to do what they do because they want to communicate and want others to react. Companies just want reach, that’s all they need. Exactly here stops the communication between you and your community. Due to this interruption in the interaction, there is no counter-reaction and thus the typical virality is absent. For example, by friends who see the commentary of the persons. And also friends, who see the new comments or the replies and might feel motivated to make a comment.

Answers to critical comments and shitstorms

Shitstorms and critical comments are a big question for many agencies, brands, companies and enterprises. Although it hardly plays a role in most people’s everyday lives, many already deal with the topic of negative statements and comments in the run-up to their social media planning. As a company you can take wind out of many users’ sails by answering these critical comments. This is especially worthwhile for constructive criticism, because these are customers or fans who have a high level of involvement with the brand and therefore express themselves. Many of the fans or for brands even customers, will never express themselves in negative experiences. That’s why you should always take your comments seriously and answer them as a social media manager.

Key facts (simply explained): Answers

• Answers increase the interaction of their community
• The higher the commitment, the higher you will rise in the rankings of the platforms.
• Take constructive criticism seriously
• Shitstorms you have to endure and if necessary you have to ignore or sit out.