by Steve Adubato, PhD
The blogosphere is exploding. There is more information and communication to manage than ever. It’s changing the way corporations and other organizations communicate internally, as well as with key external customers and stakeholders.
Further, the internet has given voice to millions of people, be they anonymous or not, to express points of view often not backed up by facts. There are different approaches to deal with this online explosion. Some organizations are obsessed by everything that is said about them and their leaders, while others attempt to stick their head in the sand and ignore it. Any smart communication plan, however, must take a variety of factors into consideration when being both proactive and reactive communicating online. Here are some points to consider:
You are never going to win an argument with an online commenter. Most are not looking to engage in a meaningful dialogue. They are looking to take pot shots, to criticize and to not be held accountable for their comments. They are not anxious to look at another point of view, particularly yours, if you are the target of their animosity. Don’t waste time trying to convince them they are wrong and you are right. It’s like arguing with a slightly drunk relative at a family wedding who is yelling about one issue or another.
Could you imagine raising a contrary point of view in the middle of this family feud and your relative saying, “You know, Uncle Bob, that’s a great point. I never considered it. Maybe I should rethink my point of view.” It’s not going to happen at the family wedding and it’s not going to happen online.
Most anonymous commenters feel no need to check facts. Consider this personal experience: After numerous columns I’ve written for The Star-Ledger and NJ.com, I’ve seen many respond not debating a particular issue or point, but rather, to attack me personally or challenge my credentials. Some question whether I have a “real Ph.D.” One said, “Did you ever notice that Adubato never says where his doctorate comes from? He probably got it in the mail.” What am I supposed to say, that my doctorate came from Rutgers University in mass communication? Who cares? Plus, the author of that comment isn’t looking for the facts, he is looking to attack the messenger more than the message.
On the flip side, companies and individuals sometimes ignore a plethora of online comments that clearly communicate a groundswell of public opinion on a particular issue. When looking at commenters’ posts, it is important to note whether it is the same five or 10 people talking to each other totaling more than 100 comments or whether you have 100 comments from individuals. It’s not so much how many comments you get, but who they come from and what the specific themes and messages are.
Finally, realize that if you choose to enter an online discussion as a professional or representative of an organization, there is the risk of having a knee-jerk reaction produce a spontaneous comment. Once it’s online, it can be communicated to other media platforms. Don’t think you are in an isolated conversation because, with modern technology, it’s the easiest thing in the world to take your “off the cuff” comment and reproduce it somewhere else, often out of context.
Ask yourself whether you and your organization can live with your public statement in any other medium for the foreseeable future. If not, you are better off biting your tongue and taking the hit in the blogosphere.