My local newspaper allows people to comment on its website. It doesn't require them to log in first or even be truthful in identifying themselves. This is why you often have God commenting on stories. What you end up with are lots of anonymous comments, which are often rather snide, rude and usually factually wrong. The immediate reaction to a reputation attack is to engage the commenter. Here is my advice:
- If the error is egregious, correct the facts with a simple response.
- Identify yourself and your organization in the post.
- Correct the error, communicate the truth and keep it short.
- Finally, let it go. Don't take the thread personally.
It is easy to become embroiled in a flame war. In some cases, the error or attack is so slight, you are rewarded by not responding. However, if you clearly feel like you must clear the air, be prepared to take a hit to your credibility. By commenting you show your openness, yet open yourself up to criticism. You need to be prepared to accept any further negative comments.
Usually, only one comment is necessary to correct the facts or clear the misconception. The correction becomes part of the overall record, which is important because these comments remain long after the story is forgotten.
If the organization enjoys moderate trust and credibility, the effort to respond also can further expand reputation. Adding to the discussion shows credibility and responsibility. Transparent comments improve credibility by showing a proactive and responsive organization.
This also allows me to revisit the importance of monitoring channels for attacks on reputation. Whether it is a local newspaper's website, a blog, social media tool, such as Twitter, all attacks on reputation must be reviewed for their impact. Measurement allows the organization to determine if current practices or missteps warrant the criticism, or if the organization's story has not been effectively communicated. Also, if the comments range from good to excellent, thank the stars: criticism is far easier to come by.