How to Deal with Negative Social Network Groups

Glen Allsopp / 3 Comments / March 31st, 2008 / Subscribe via RSS

As part of our small series looking at 8 Types of Reputation Management Issues, we are looking at how you can go about dealing with each issue in the best possible manner for your brand.

This post is going to look at ways in which you can deal with negative social network groups. With so many new social networks popping up daily that have millions of users and the ability for people to use this function, if somebody knows about you it is possible they are going to create a group for your brand.

Examples

1. The Sun

The Sun is one of the most popular newspapers in England and well known for having glamour models on the 3rd page of it’s paper. It’s quite amazing to see that over 5,000 people have joined the following group.

2. Motorola

Motorola are known for being mobile phone manufacturers, one of their most notable products being the Motorola RAZR. The following is a good example of a negative social network group, to be fair to them there is a lot of positive ones as well.

Dealing with Negative Social Network Groups

1. Realise the Groups are there, and STOP

Theres a number of sites you may want to check to see if any groups have been made about you, ones such as Facebook / Bebo / Myspace…these are some of the most popular. You may be mentioned on others of course though and a good way to know that is if you are getting referrals from the site but have done nothing there. It’s always good to check social network sites based around your niche as well as they are most likely to write about you.

Once you have found the results then STOP. Read the rest of this blog post. Companies can so easily make their reputation far far worse just by reacting to these things in the wrong way.

2. Understand the Complaints / Issues

I have known about the negative group for ‘The Sun’ for quite a while, yet I’ve never really thought about why people would create it. I spent 18 years in England and never realised people had an issue with the paper until I checked the group. In the case of the Sun it’s partly due to the fact that it’s owned by Rupert Murdoch and there is a history of some very false reporting.

Sometimes the title of the group won’t explain what people’s problem is so try to look at the group discussions, the comments people are leaving or even the description for a better clue. If it’s something you can change, then move on to the next step.

3. If You Can Fix it - Do It

Depending on the issue that the group mentions you may be able to completely eradicate the problem. The Sun for example, can not help the fact that Rupert Murdoch owns them, although he could start working on his own reputation. If someone has had a problem with a product or service then try to do something about it. Giving away one free iPod or a full refund to a dissatisfied client may encourage them to remove the group.

At the least, they are likely to amend the group with the updated details if you can get in touch with the group creator and do something to help them.

4. Make Sure You have Your Own Official Group

Group listings on social networks can be very similar to search engine results in that the one that ranks higher for a name is going to get the most attention. If you don’t have an official group on the site then it’s definitely time to create one.

There must be 10 positive groups regarding Motorola to every negative one but there doesn’t seem to be one official group where all these positive group members can join.

5. Take the Legal Route as a last resort

Companies instantly think of calling the lawyers and getting things moved properly, but that can just do so much more damage hence why we added the ‘STOP’ recommendation to point number 1. It is possible to get in touch with Facebook and have them remove a specific group; check the TOS quote below for more information:

You represent, warrant and agree that no materials of any kind submitted through your account or otherwise posted, transmitted, or shared by you on or through the Service will violate or infringe upon the rights of any third party, including copyright, trademark, privacy, publicity or other personal or proprietary rights; or contain libelous, defamatory or otherwise unlawful material.

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