Recently, I just helped a company deal with a wave of negative public opinion about corporate brands. Their negative seriousness can be described as terror.
In major mainstream platforms, search results, sweet potato, Zhihu, since the media, etc. As long as you search for their brand words, at least 15 of the top 20 search results are negative. In this case, it will definitely have a subversive impact on a company's image and customer sales. Even a century-old enterprise may be destroyed.
As for whether these negatives are maliciously released by peers or truly evaluated by consumers, it is not known. Anyway, when problems arise, we need to solve them.
At that time, we roughly analyzed and summarized these negative public opinions, and found that about 20% of the content evidence chain was seriously missing (with a high probability of malicious slander by peers), which could be deleted by formal means; There is still about 60% of the content, which is more true and negative (or it may be a soft article vilified by peers), and this part of the evidence is relatively sufficient; And 20% of the neutral content, most of them step on our products by comparing articles and evaluating articles, and then pick bones from eggs and promote competing products.
If you also encounter negative brand public opinion and want to deal with it, you are welcome to help you solve the problem of negative public opinion, effectively maintain brand reputation and increase product sales. .
In this case, I will give you a solution for your reference.
One is to delete 20% of the contents with insufficient evidence through formal means and break them one by one.
Second, for 60% relatively true negative content, actively respond and optimize technology.
For this part of the content, we found that many companies are looking for public relations companies to delete it. I want to say that this is wrong. In addition to paying sky-high cost, it is also possible to delete 1 negative and then 10 appears again, endlessly, making you kidnapped by public relations companies, and deleting network information is illegal.
Next, I will provide you with three solutions:
1) Respond positively and solve user problems actively.
This part does not need too much explanation. Use the organization number to the comment area below the content, explain the relevant reasons, and then send a private message to the students to actively solve the problem.
2)PR news soft articles spread, diluting public opinion.
PR draft, that is, news soft articles, the ultimate purpose of this kind of content is to report some things that happened to the company brand to the market, and also to increase the brand's influence.
Including: describing the brand story, new product release, event news, employee style, award-winning news, crisis public relations draft, etc.
3)SEO optimization
Similar to the principle of website SEO optimization, it interferes with the ranking of search results.
Third, for 20% neutral content, the front is hard and rigid.
You can cooperate with bloggers and talents, then publish the content of planting grass and evaluating, and send the company's products to bloggers who can cooperate. After real use, you can write experience articles, advantages and disadvantages, and can also be used to counter the false information on the Internet.
If you also encounter negative brand public opinion and want to deal with it, you are welcome to help you solve the problem of negative public opinion, effectively maintain brand reputation and increase product sales.