How Brands Can Strategically Respond to Viral Backlash and When to Stay Silent

Today, we live in an increasingly interconnected world where one mistake by a brand can have a viral impact almost instantaneously. One bad post, ad, or product choice can create a cascade of negativity for the brand through social media channels, various news outlets, and even general conversations in public forums. For many brands, there is an instinctive reaction to respond immediately to this negative backlash; however, responding without much thought to strategy might worsen a brand or its existence. It is very important to know when to take action and when not to take action in order to protect a brand's reputation, credibility, and trust for the long term.

What is viral backlash?

Viral backlash happens when public blame or negative focus on a particular brand enters the online world at an exponential rate, frequently due to content regarded as inappropriate or out of step with current culture. These instances differ from one-off complaints; rather, they get momentum from being disseminated through social media shares, influencer opinions, and traditional media coverage, changing an insignificant issue into a large scale reputational crisis.

Some prominent examples demonstrate how rapidly backlash can arise:

• Bud Light's partnership with Dylan Mulvaney created backlash among certain consumers even though this aligned with the overall diversity trend.

• YouthForia did not successfully meet expectations for diversity/inclusivity in their foundation shades, resulting in significant online backlash.

So, backlash is typically more about the perception of the brand by the consumer than what the brand was intentionally trying to accomplish.

When Brands Should Respond

Directly engaging with a viral controversy is sometimes unavoidable. A well-considered, timely, and honest response can not only exhibit responsible behavior, but can even convert detractors into supporters. Some best practices include:

1. Thoughtfully Responding

Brands should quickly acknowledge the public's concerns, usually within 24 hours, to avoid creating a vacuum where speculation can fill the silence. A quick and complete response to the issue shows good faith, without the necessity of rushing to get the "perfect" statement out.

2. Accept Responsibility when Appropriate

When the brand's actions are responsible for the negative consequences, it is important to take responsibility. By demonstrating public accountability, the brand builds integrity and trust through this action. Examples of accountability include issuing an apology for the actions, and updating the brand's policies to ensure the problem is not allowed to happen again. It is important that as the brand does this, the brand's response is perceived as genuine. Empty, defensive statements often exacerbate the fallout from the event.

3. Engage with Empathy

Moving the conversation off a public platform into a private space, like direct message or email, can be a more effective way to solve the issue without getting into an extended online debate.

4. Highlight Positive Actions

After solving the issue, you should start to shift the conversation toward constructive improvements and changes. This can be done by highlighting past successes, sharing positive customer experiences, and sharing the organization's safe and successful initiatives and core values. Consistent positive action will repair any damage done to the organization's credibility.

When a Brand Shouldn’t Respond

Sometimes, when you react to an issue, it can cause it to grow exponentially larger than it really needs to be. It is better to be silent in the following situations:

1. Troll-Led Backlash.

Some of the criticism you receive online is not based on any real concern for you or your work. Their intention is simply to draw a reaction from you. If you respond to trolls, it often allows them to spread their influence even further and takes away from any meaningful conversations.

2. Misaligned Perceptions Versus Values.

If the source of the controversy is from a segment of people whose value systems are in direct conflict with the mission of your brand, responding to the pressure you are getting can result in alienating your core customer base. Brands such as Tanishq and Ford have had people backlash against their campaigns when they were trying to show harmony or humor. So, it is very important to understand whether you should respond or not respond to the issue.

3. Minor Criticism with Low Overall Impact.

Responding to every negative criticism wastes resources and draws attention to a problem that is likely to go away on its own.

Building Long-Term Resilience

The goal in fighting backlash does not only include fixing the present issue but also providing methods and means to stop or handle future issues from occurring. Brands can build upon their resilience by doing the following:

• Utilize social listening tools and monitoring reviews in order to find new issues or emerging trends.

• Have an internal review and approval process that includes checks and balances for all ethical/cultural considerations.

• Encourage diversity and inclusion throughout the organization so that team members have a better understanding of what audiences are looking for when responding.

• Create pre-planned, written responses and communication protocols, that can be used for potential crises.

Conclusion

When brands utilize emotional intelligence to help make the right decision to respond and carefully consider whether or not to respond, this gives them an opportunity to protect their image. The key is to focus on empathetic, timely and strategically appropriate messaging that includes actual actions that reinforce the values of the organization. With consumers no longer just viewing brands as providing products but instead being defined by how the brand behaves when under duress, brands must understand that their actions are going to create or tarnish the public image of the brand for many years to come.