Online, businesses need to respond promptly and professionally if they are being misrepresented
More than once when I was heading PR at BIW Technologies, I had to assert the company’s position in the face of misleading claims by competitors, but the process was sometimes very slow. We were reacting to printed claims in trade magazines, and had to react by writing letters to the publications’ editors (perhaps repeating our view via a news release on the BIW website) and waiting for the correction to appear, sometimes weeks later.
Today, particularly as construction IT often struggles to claim any column inches in our main UK industry journals, vendors are increasingly reliant upon their own websites and on social media channels to project their messages. But the need to protect one’s online reputation remains, and the process can now deliver quicker results. For example, I noticed this Twitter exchange between two UK construction collaboration technology vendors recently.
“Kier Selects 4Projects in competitive pitch for an exclusive 3 year deal. Check out the news story at http://bit.ly/eFrQr0“
Following the link, I read a 4Projects news release which included the following paragraph:
“After assessing the core functionality of each contender, 4Projects won a competitive pitch and is now providing services to Kier across the whole of the UK.”
“In a press release @TheSaaSHandbook says they won a deal with Kier in “competitive pitch” with @Asite – not true – we weren’t involved.”
“I spoke to Clare Watson @TheSaaSHandbook (4Projects) about an hour ago – she’s agreed to retract statement in press release re @Asite”
“Kier selects 4Projects as exclusive long term provider of collaboration software http://bit.ly/eFrQr0.”
The news release paragraph (with the changes in bold) now reads:
“After assessing the core functionality of a number of providers, 4Projects was selected and is now providing services to Kier across the whole of the UK.”
Of course, the original news release was widely disseminated and some websites are still displaying the old version (it’s on the NOF Energy site, for example), and not everybody who saw that initial wording will be aware that it was later altered.
When I talk about social media to clients and at industry events, I stress that its now impossible to have complete control over your company “message”, that every online contribution will leave an indelible fingerprint somewhere on the web, and that businesses need to remain vigilant and react promptly and professionally if they feel their online reputation might be compromised.
This 4Projects/Asite exchange was something of a ‘storm in a tea-cup’, but bearing in mind that there are people (like me!) monitoring their online activities (and potentially blogging about them!) and that the conversation was in public through social media, both sides seem to have come up with an admirably amicable resolution.