Handling headaches

Antonis PapantoniouYou will eventually encounter someone on the web who challenges your perspective in the form of negative comments posted about you or your work. Be prepared to quickly address these unflattering remarks.

Be First on the Scene
It’s surprising how many businesses do not take advantage of Google Alerts to monitor their web reputations. Speed is of the essence when your reputation is at stake.

If you can be the first to address a concern, you can more easily shape future opinions. Much like being the first one at the scene of the accident,  everyone who follows tends to trust the eyewitness, which can be you if you’re actively managing your brand with Google Alerts.

Get Personal
You need to get personal – put a face on your business by presenting your own image; don’t hide behind a logo. This alone minimizes negative comments because people tend to attack companies or institutions, not other people.

When you comment on blogs or forums, you’ll sometimes be asked to sign in with Facebook or Twitter. This procedure uses OpenID to pull in your image, assuming you’ve properly uploaded it to your social media profiles.
Another method is to register an account with Disqus.com, a free service that inserts your image and contact information when you’re commenting and catalogs your comments for future reference.

Build a Social Foundation
You’ve earned your reputation, and one little scratch is not going to bring it tumbling down. However, this only works if you have valid proof on the web. This is one of the many benefits of blogging. Your blog tells your story. Reasonable people, and especially your fans, will weigh this body of knowledge against a solitary comment to draw a reasonable conclusion.

Plus, remember that your blog posts are indexed by Google. If a negative comment should arise, it will be surrounded by favorable content for all to see.  

Diffuse and Illuminate
Skillfully addressing negative comments can actually enhance your reputation. It gives you the opportunity to use the situation to reinforce your credibility. Plus, you’ll learn more about how to shape public perception. With a little bit of luck, you can even turn a naysayer into a fan, or at least an interested follower.

You know your business better than anyone else does, and you should use that to diffuse negative comments. Suggest that the commenter doesn’t have a complete understanding of the situation, but never be defensive. 

Begin your response by thanking them. Why? They’re giving you the opportunity to address a concern that others may also have. It also works wonders for diffusing any negative energy. Then affirm their perspective. “Mike, (be personal) I can understand how one (be indirect) may come to that conclusion if they are not familiar with ....” Now clarify why someone could come to that unfounded conclusion, and try to provide documented proof. This allows them to save face. The intelligent person will understand and back off.

It can be tempting to prove how much you know or how right you are. However, the one who says less is usually viewed more favorably. Brevity is a form of not needing to defend. When you’re defensive, you’re viewed as an emotional teenager. Avoid this tactic.

Let it Go
Be the first to let it go. Rest your case. Some people love a fight. You’re not there to win a battle, but to address what needs to be addressed so that you can get back to your business. Many negative commenters’ tactics are to bait you into an unnecessary fight, and one that will get indexed by Google for everyone to see.
We’re entering uncharted waters where we’ll be increasingly visible on the web. Do you all that you can do without compromising your values; then, gracefully move on. If you follow the steps outlined here and seek the highest ground, you’ll be fine.

The author is a new media marketer who works with green industry leaders to maximize their web visibility, reputation, and referrals. Tell him what you think at his blog, jeffkorhan.com.