Some fans and NFL players took to Twitter during and after the game to criticize quarterback Jay Cutler by questioning his injury, his ‘toughness’ and his commitment to the team.
Since I have never walked a yard in Cutler’s cleats (actually, in cleats of any kind), I can’t be the judge of his toughness nor his commitment to the Bears. But what this story does is to teach us all a lesson or two about social media:
1). Everyone’s a Critic: Twitter makes it so quick and easy to share our thoughts and opinions-for some of us, every thought and opinion. There is that sense of anonymity and ease that makes someone more likely to say something critical on Twitter than in ‘real life.’ As a business, you might field more complaints and criticisms via Twitter and Facebook than if someone had to make a phone call or write a letter. The downside is that unlike a call to complain, everything posted through social media sites becomes public. If someone posts something negative, it’s there for the world (or the world comprised of your followers) to see. You have to be prepared for this, and develop an action plan for how you will respond to such criticism. Which leads us to our next topic:
2). Responding to Criticism: After the loss, when asked by a reporter about fans questionning his toughness, Jay Cutler replied “No comment.” It has been said that Cutler’s only concern is what his family, friends and teammates think of him. That’s fine…for Jay Cutler. But if it’s your business that comes under attack, it might not be wise to respond with “no comment” which might only add fuel to the fire. At one point or another you and your company will be criticized on social media. If criticized directly, address it. Respond to it. Don’t ignore it. Be honest with your followers and try to resolve any issues they might have quickly and professionally. If the complaint is legitimate, try to remedy it the best you can by replacing or refunding an item or offering a discount on future service. If the claim is outrageous, try to respond in a level-headed manner: ask publicly for evidence of the wrong committed. If the user cannot provide you with such or if the proof does not seem legitimate, move on. Most social media users can recognize when one person takes a complaint too far and borders on being irrational. No matter what, don’t get into name-calling. That’s a game no one wins.
3). Personality: Both Jay Cutler and Bears coach Lovie Smith have been criticized for looking the same in both victory and defeat; which means they show no expression at all. They certainly do not wear their hearts on their sleeves, which sometimes frustrates fans. When it comes to social media, let your personality shine through. Even if you are tweeting from behind a brand icon, let people know that a real person (or persons) exist behind the tweets. Use a conversational tone, inject humor or anecdotes into your posts when you see fit, and respond to the tweets and questions posted by others as much as possible. Have a conversation and don’t keep your fans guessing at who you are. Be yourself. Let your true colors show. Give them a personality to follow and get to know. Otherwise, they might as well be following an automated account.
In Summary: Social media sites like Facebook and Twitter have made it easier for everyone to post their opinions on nearly every topic. Both sites are great ways to disseminate information about your business and to participate in an on-going conversations with your fans and the end-users of your products. Be yourself, be honest with your followers, and keep the lines of communication flowing, and you’re likely to have an overall positive experience with Twitter and Facebook, even if you field some complaints along the way.
Tags: business, Facebook, jay cutler, marketing, social media, social media etiquette, Twitter
