Bad Smells Get Second Winds

o114.mp3
We had an issue a couple of months ago, that was localized to a specific subdivision. Someone posted a complaint online to a social network, then went to the office.

By lunchtime, we had already reached out to that person (in person, and based on a previous phone conversation, not through social media.) His concern was resolved.

Then, he got home and found a dozen comments on his original status update. He commented back that he spoke with us and was satisfied, but the comments kept rolling.

The next morning, the comments exploded even further, and the volume of the comments triggered concern for those who were monitoring. Even worse, the conversation managed to circumvent our standard monitoring and triage process, and landed on the radar of some executives. So now a problem that had been resolved was suddenly UN-resolved in the minds of many.

As a company, we did what we were supposed to. We talked with the man, in person, and did so as part of our ordinary protocols. So why did things get worse?

Small Change, Big Effect

Facebook is notorious for changing things, and creating a big backlash of people who wish things were the way they used to be. One change a few months caused a big stir, as the News Feed split into two: the live feed, now known as Most Recent, and one called Top News.

For most purposes, “Most Recent” is what you want to see. I had no interest in “Top News” at all. And I admit, I didn’t like how Facebook seemed to forget my settings. Every single morning, there was Top News staring me in the face.

And after a while, it made sense. When you’ve been out for a few hours, it helps to see the conversations and links that were most relevant to the people you know and are connected to. It was a brilliant move for users, keeping them connected without forcing them to troll backwards through their own streams. It’s a great for making sure you don’t miss birth announcements, engagements, and even the bad news.

But it’s horrible for brands.

Regurgitated Meals are for the Birds

That negative issue – even with the great interaction and resolution that tasted good going down – tastes awful when it’s brought back to life for no good reason.

This isn’t an entirely new problem, this is the reason why you try hard to tweak Search Engine Optimization so your bad news doesn’t float back to the top of the results. But this is one you have no control over as a brand manager.

The solution isn’t easy, either. You could make sure your company has an active Facebook presence, and you use the account to interject in that conversation and say your piece. You could do that, I suppose, if indeed your business model and industry is such that people would welcome it. (I work for a utility, and our research indicates that our customers would consider it highly creepy and Big Brother-ish to engage with them unsolicited.)

The next best bet is merely to recognize this phenomenon for what it is. Knowing that you might be chasing the same trail of insects will keep you from spending unnecessary energy in an Escher Hell, re-solving yesterday’s problems today.

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