The vicious circle of bad buzz and irrelevant information on the web

Whether it’s for communication, advertising or e-commerce, the internet has become an indispensable tool for the development of a brand or company. And even if the internet is an excellent way to generate more revenue and to attract a wider customer base, the web can also be cruel. Between false information, negative reviews, unhappy customers on social networks…. The dangers are numerous and can seriously impact a brand’s development. the worst fear is bad buzz. but what is it? how can a bad buzz occur? and above all, how to react to it? we reveal everything about bad buzz!

How to define a bad buzz?

the term “bad buzz” concerns many phenomena that are likely to negatively impact the image of a brand or a company. bad buzz frequently develops on the internet, and more particularly on social networks, before invading other on and off line communication channels. Bad buzz can originate at different levels. Indeed, it can come from a clumsy marketing action, to which Internet users will react, or from an inappropriate advertisement, or from an announcement at the level of the company’s organisation. In short, the brand can slip up unexpectedly, and thus a bad buzz can happen quickly… We often talk about the snowball effect that bad buzz can generate, but that is the immensity of the problem. a bad buzz often originates on social networks, but it spreads very quickly on the web through the media, news sites or influencers. and after the web, it is the global image of the brand that is impacted, so bad buzz can have a considerable impact on the good development of a company.

Reacting to a bad buzz crisis

in the event that your company is directly affected by a bad buzz phenomenon, it is essential to react quickly and well. to do this, it is first necessary to identify the origin of the attack in order to better deal with it. It could be a malicious competitor, a disgruntled customer, a former employee. Once the perpetrators of the bad buzz have been identified, it is advisable to send them a personal message, carefully considering a response that will resolve the conflict before it escalates. Consideration should also be given to the most appropriate communication channel for your response and who should be in charge of the response. In any case, it is essential to respond to the attack by being transparent and avoiding any censorship of the comments that caused the bad buzz. However, despite a quick and sincere reaction from your brand, the bad buzz can quickly spread, hence the snowball effect. Thus, your response will not have the expected impact, except to worsen the brand image…

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