The more social networking you do, the better you must get at reputation management.
“Social networking.”
The phrase sounds so … businesslike. Let’s try another one:
“Social backbiting.”
Ooh! Might be fun to eavesdrop on THAT one! Unless, of course, YOU are the one whose back is being bitten.
If you’re active in social networking, your ideas will be attacked by other marketers. You’ll be challenged by strangers. Or customers. Or even colleagues or friends.
Someone will rail against your thinking and try to intimidate you. They’ll be rude. They will try to look good by making you look bad. It’s important to have a good reputation management plan in place for these occasions.
So what do you do when you make what you thought was a helpful comment on one of the forum communities, and in return you get hostility – someone else in the community slams you or ridicules you?
This absolutely will happen if you are an active social networker. Consider yourself fortunate. You now have an enormous opportunity to bond more closely with a lot of others in the community. Because they see that you are in a very uncomfortable situation, which is OK with them, because it should be pretty entertaining. They are watching closely to see what you do.
Your first reaction may be a kamikaze scream and attack. But remember, you are onstage, in the spotlight. You know these situations will happen, so you need a reputation management plan. Here are some choices:
- Do nothing – which means you absolutely lose face in this group.
- React defensively or angrily – see #1.
- Pull the ol’ switcheroo, positioning yourself above this silly fray.
It’s like jiujitsu. When the other person attacks you, the force they use and their momentum always leave them vulnerable in some way. What would be really useful is for the whole community to picture you as your attacker’s infinitely patient mentor.
The key word here is “patient,” because along with expertise, that is what your market wants from a mentor. You will probably have the words for some clever counter-attack screaming in your ear. Resist it. When those words show up in print, they will put you right in the middle of the battle, not above it.
What words can you say to achieve “patient mentor” effect?
You might start with:
- “That’s a pretty common reaction” or
- “I forgive you” or
- “I respect your opinion. Here’s what I’ve seen …”
Then go on to very patiently explain why people often go off in this totally wrong direction. You’ve seen it a thousand times before. Maybe refer to the flawed reasoning that goes hand-in-hand with this flawed thinking. But do NOT attack your attacker. Let the community see your superior reasoning ability and your your infinite patience. Let them see that you are 100% unflappable in the face of a full-on attack.
Do you think THAT picture of you in their minds will create any new social networking opportunities for you? If you can keep that picture in the heads of community members, you will need to do very little active reputation management.
