Internet forums at crisis times: enough of negative information!

Posted by Peter Ivanov on April 26, 2009 under Articles/Cases/Analytics/Advices | Be the First to Comment

Mostly, Internet forums in Ukraine are objects of interest for youth and “promoted” elders. There is no need to mention once again that PR can be efficient on Internet forums pages. Although at crisis times the use of on-line PR is start looking a little bit different.
Let’s describe life-like situation, when I’ve decided to buy a camera without knowing anything about it. First of all, I am starting to search information on the Web and from specialized IT magazines. This can create a problem, especially taking to consideration fact of lacking such editions at crisis times. Even if I’ve read an interesting product review, there is no chance I will run to the store in order to buy a camera without surfing on some special photo forums. Those forums are carried on by photographers and camera funs who write a lot about their devices. The most important here is that I can compare different responses about adored camera. Although, my attention will be attracted not by the positive responses often written by masked PR managers, but by negative ones. People always find bad news more attractive! Moreover, if I will find more negative responses and messages about shutter breaking after the 6 months work, there is 90% that I won’t buy the camera of my dream!
During the crisis an informational demand is growing significantly. At the same time, the need of information verification is growing too. Nowadays, if we want to buy something, we discover the product carefully in order not to by crap or overpriced goods. An Internet forum is a good way to spread rumor. Not in Ukraine, but still.
Internet forums create very dynamic environment. For example, the growing of prices for cameras (due to the currency exchange rates) provoked the growing number of second hand deals. As a result, on the Internet forums and on-line photo-clubs invoked discussions around the buy & sale announcements. The same trends can be seen on automobile Internet forums etc. Naturally, this creates additional opportunities for using those spaces as promotion base by vendors or distributors. In a few months of discussions and arguing with forum members PR specialists easily can announce sale discounts for their brand on that forum.
I am 100% sure that PR specialist can’t ignore Internet forums as a source of corporate buzz. There are may be situations when you don’t have an opportunity to operate at forums properly. That happens if the company refuses to hire a special agency or its PR manager is restricted with corporate obstacles. But at least the PR manager is obliged to know the mood of forum members and what are they talking about. Sometimes, an informational policy should be corrected with an idea of reaching the forum audience. For example, if you started to read some buzz concerning the closing bank branches, maybe it is better to announce the regional branch network reorganization. That way will help you to transmit the buzz into open public discussion you can operate.
On the first place, the Internet forums should be analyzed by companies positioning themselves as open and transparent. Doing that, management will have an opportunity to get an immediate feedback after the launch of new products or loyalty program. The TOP – management will get a credit from membership on Internet forums as well. The marketing director of the big Ukrainian dressing retailer “Intertop” is actively and permanently communicates with consumers through the Internet forum that works on the corporate site (although he do it anonymously). He answers questions about the shoes quality and company plans (http://intertop.ua/forum/read.php?5,298 ).
Sometimes it is better not to mask yourself on the Internet forum. In that case PR specialist can introduce oneself to a moderator and other members. That strategy is being used by Erste bank whose specialists communicate openly with their clients on financial forum. When the person asks question or write a complaint he or she knows exactly who is going to answer, PR manager, sales manager or someone else (http://forum.finance.ua/viewtopic.php?p=242648 ). There is one important PR rule: even if the journalist writes badly about your client you should always invite him to the press conference on the first place! The same principle is working in the Web PR. If you work on the forum when people discuss banks they hate throwing mud at your bank as well, you can log in as a PR manager. Is it risky? Yes, it is. Although, your presence on a critique bank Internet forum as a bank worker may shock other forum members. Of course, there is an opportunity that angry depositors will throw all the mud at you. Also they can offer you a lot of different facts, buzz and complaints about the “quality” of your management and branch working. In that case you can use response messages with information stressing on stability and efficient bank strategy. Use numbers and facts and sometimes – apologies! Even if you will have to conflict with your boss, you have to be able to apologies in time for your colleagues’ bad work. This will make your opponents feel lower, and your bank – client oriented even during crisis. Companies with big client base should consider an opportunity to launch own Internet forum on the corporate site. In that way, you will create an opportunity for clients to talk about your products or services, complain etc. Through this forum you will be able to know about problem situations, quality complaints in the first place and you will answer those questions fast and efficiently. Besides, such Internet forum can give your new business managers some innovative ideas.