How Do You Respond to Online Criticism?

No matter who you are, someone isn’t going to like you. It’s a lesson we learn early, as are our responses. Some people are good at accepting criticism while others loath it. When it comes to managing your company’s (or individual) reputation online, responses to criticism should follow pre-determined action list so responses are both consistent and professional.

Examine the Criticism

The first items to consider are the basics. Who is it from? What is it about? Is it a member of the public, a journalist or analyst? Or is it an anonymous post on a blog or Topix?

If the critique comes from someone willing to put their name to the message (I’ll examine anonymous posts in a moment), then you should respond as best as you can. Direct the critic to the right person, if you are not. Regardless, your responses should be timely, professional, and empathetic. Nearly all criticism is founded in a person’s belief. You cannot dismiss their opinion outright, and your response should address concerns objectively.

Anonymous Criticism

From the early days of bulletin board systems (BBS) to under-moderated message forums like Topix, the ability to post with anonymity has give people the ability to say things they might not say otherwise if their true identity was know. These arenas also provide a battlefield on which malicious idiots can wage war against any and all comers.

Before reacting to anonymous criticism, it is important to understand the intent of the critic. Read other posts by the user, if possible. Does he make uninformed comments about others? Does he attack ad hominem? Does he like the sound of his own voice?

If the answer to any of these questions is “Yes,” ignore the comments as much as it pains you to do so. His goal is to play games with you, not debate. He craves legitimacy that an official response provides. Starve him of attention, and he will become bored and move elsewhere.

If the answer is “No,” and you control the venue (such as a company-sponsored forum or website), then proceed as you would for “signatured” criticism. The difference is your ability to monitor and control the discussion space. For example, most forum software logs the IP addresses of visitors. The most basic sites require some registration process. This allows you to know your users, remove defamatory or abusive comments, and protect your brand. While some may shout censorship, I’ve noticed far more people attack me or my clients elsewhere than on my website. Just saying.

Respond on Merit

If the criticism is well founded and accurate, it behooves you to address the issue publically and in earnest. Although “transparency” is the political buzzword of the moment, the concept is perfect pitch for the business world. Compare Tylenol to Union Carbide if you need a case study.

Here are other articles I have written on this topic:

• Writing a Strategic Communications Plan: Key Messages
• Why You Should Be Proactive with Bad News
• What Twitter’s DoS Attack Can Teach Us
• Three Things People Want to Know in a Crisis
• Executives Discover Online Reputation Management
• New Campaign for Will County Health Department
• 10 Day Tune Up for H1N1 – Day 2: Your Message
• 10 Day Tune Up for H1N1 – Day 1: Influenza Update
• Writing a Strategic Communications Plan: Evaluation
• What to Do When 100,000 People on Facebook Hate You