You're facing backlash on social media. Should you apologize publicly or address it behind the scenes?

Social media has invaded our lives and it is next to impossible to keep away from it. Sometimes it pays to keep quiet and address an issue when things cool down a bit. Of course, all of this depends on an analysis of the root cause and then deciding to take a call. At other times it is important to nip it in the bud and say it like it is. Again, depends on root cause analysis.

Given that social media can take a life of its own and the impact can be more widespread, the sooner you nip it in the bud, the better. Of course it depends on the issue at hand. If it’s the kind of issue that can explained and clarified easily with a quick, clear and brief apology, taking action to demonstrate transparency via an apology is a good thing. However, again it depends on the issue and apologizing could give the problem legs and make it snowball. Measure and analyze the pros and cons. But I believe that transparency and accepting responsibility can many times get most critics to gain your respect.

En definitiva conocer y hacerse lo más rápido posible de la información necesaria o que involucra el caso es fundamental, principalmente para diagnosticar el alcance y origen del tema que detonó esta reacción adversa. Una vez que se tiene claridad de las cosas, debe evaluarse si la respuesta a dar va a satisfacer a los involucrados o podría ser un factor más de discusión. La empatía, respeto y formas políticamente correctas son importantes en esta etapa. Una vez evaluados estos elementos, debe redactarse con mucho cuidado una respuesta que demuestre empatía, respeto y claridad a los hechos en cuestión.

Publicly addressing the issue shows transparency and accountability, which can help rebuild trust with your audience. However, it's equally important to address the concerns behind the scenes to resolve any underlying issues effectively. A combination of a sincere public apology and proactive private engagement can turn a challenging situation into an opportunity for growth and improvement.

It depends. If the backlash comes from an issue with one person and is of smaller scope you should address it with the person directly. In any other case apologize publicly and genuinely and show that you mean it by taking action in alignment with your companies mission.

Nowadays transparency is fundamental. However, many companies do not appreciate transparency when it comes to public apologies. This is difficult terrain to navigate as there are many stakeholders to take into account with varied viewpoints. The company must act in line with its vision, mission, and policy documents that strategically highlight actions necessary. Doing the right thing is important and following procedures equally so. Consider ethics here. This also depends on the severity of the situation and how it could be communicated and to whom. Following internal guidelines first and if deviation is needed, turn to executives for support; offer your advice too. Bad comms decisions happen because execs don’t have a comms background.

This is perhaps the most essential step. Organizations and managements often fail to deliver a clear public response which aids in creating much wider controversy. A clear, firm and unbiased response is essential to maintain the integrity of the brand/company in the public. Let's say an XYZ Brand has sparked a controversy after their new TVC, which might undermine the feelings of a certain community. A good communication strategy to address the portion which sparked the controversy for e.g. that the joke was just a light hearted one and didn't mean to purposely target anyone. Posting this across all the social media handles in a timely manner can help in changing public opinion