A "Badvocate" is one who uses the platform of the Web to criticize and detract from companies. According to Weber Shandwick's study, badvocates represent 20 percent of the global online adult population. On average, these badvocates tell 14 other people about a bad experience.
Badvocacy has staying power because Google can always locate the negative comments. Badvocates can cause serious reputation damage to companies. Some of the biggest problems come from a company's own employees. More than one third of global executives know of a colleague who has written something negative about their company online.
Badvocates can also make a difference for the greater good. Still, Weber Shandwick suggests six actions companies can take to "deflate" badvocacy:
- Be Prepared
- Defend Yourself
- Embrace Dissatisfaction
- Apologize
- Don't Ignore
- Innoculate
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