LENEXA, Kans.—Protecting the credit union’s brand and reputation is a tougher task with the emergence of social media, asserts one PR expert, who is urging CUs to handle an unhappy member’s online concern the same way it would if they were talking to the individual in person.
That’s one way Margaret Blankers, president of MJB Public Relations Group, says credit unions can take the sting out of damaging online comments and turn a negative situation into a positive one.
In outlining a series of steps for how credit unions should protect their reputation and address unhappy members at the same time, Blankers emphasized how the game has changed for those handling public relations on behalf of credit unions.
“Remember when PR controlled the company message? Getting out in front of a negative event or emerging crisis was a stressful, sometimes fear-inducing process. But at least it was straightforward and you had most of the day to develop your position and talking points,” said Bankers. “In J-school 101, we learned to be more proactive than reactive, seeking opportunities to build media relations and foster a positive company image.”
“J-school 102,” asserted Blankers, taught techniques for quelling rumors and speculation, as well as the importance of getting the organization’s story out first—even when it was bad news.
“Afterward, you could take a breath and regroup until the next day’s news cycle. When cable came along, it sped up the news a bit, but it still seemed manageable. Today, we smile and think fondly of those good old days,” Blankers said.
Uncertain News Cycle
Blankers said that today she is uncertain if there is a news cycle.
“You can get fresh news and information not just from print, broadcast and cable channels, but also from all types of social media. And regardless of the channel, it’s available anywhere, anytime on any device, including a laptop, smartphone, tablet, watch, car dashboard display—even the front of your refrigerator,” she said.
While Blankers views social media as an important channel for sharing thoughts and views, and for credit unions a great place for “word-of-mouth” endorsements, it also can bring “damaging rants” that may or may not be fair and balanced.
“Instead of queueing up at the ‘complaint window’ or writing letters, unhappy members may well gripe on social media, airing their concerns in a very public arena,” said Blankers. “But we need to know about their issues, both so we can protect the relationship and improve member experiences.”
Blankers said that she has “no magic formula” for taking the sting out of damaging comments.
“But at our firm we counsel clients whose members or customers complain online to do what our credit union community is known for: personal attention, careful listening and a willingness to make things right,” she said.
Margaret Blankers
Blankers also offered this advice:
- Don’t let social media be a barrier. “Handle an unhappy member’s online concern the same way you would if she were talking with you in person. Smile—even on the phone,” said Blankers. “Greet her and ask how you can help. Remember she was upset when she wrote the post. Social media doesn’t have to be a barrier—it could be a bridge to deeper relationships.”
- Respond, don’t delete. “No one should have to endure posts that are lewd or otherwise inappropriate. But if that isn’t the case, deleting a post can leave a bad impression,” Blankers said. “Respond professionally, and if you need to escalate the matter, be sure to follow through. Nothing is more irritating than being told, ‘We’ll get back to you,’ and then hearing nothing. If the commenter still complains after the issue was resolved or chose not to follow your recommended action, send one last polite response, reminding him how the matter was settled. After that, recognize some people just like to complain, and responding may just keep the complaint alive.”
- Develop a written social media policy. “Place your company policy on your website and social sites under the About Us tab, with links from any page. Ensure that your organization is keeping up its end of the policy, and make clear the circumstances under which a post will be deleted or ignored,” advised Blankers.
- Monitor posts. “The sooner you know about an issue, the sooner it can be resolved—usually before it becomes a serious problem,” she said. “If there is a misunderstanding about an advertised promotion, clear it up before it attracts a lot of attention. And if your organization is in the wrong, say so and fix it.”
- Always, always be professional. “No matter how rude someone is, never respond in kind. Even in the face of extreme disrespect, giving an off-the-cuff reply in the same manner has the potential to be shared and retweeted, to the public's amusement and your brand's detriment,” Blankers said.
Blankers explained that social media can be an excellent medium for receiving important member feedback and should be part of the credit union’s overall member engagement strategy.
“But when someone blows off steam about your company, be ready with respect, courtesy and warmth,” Blankers said. “Amazon CEO Jeff Bezos says it well: ‘If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.’”