What happens when something goes wrong? How do you react to failure online? Did a blog article generate too much controversy? Is a client unhappy with photos of them that you posted publicly? Did you post something in haste on Twitter that was better left unsaid? Much like offline life, it’s not a question of if you’ll make a gaffe, but a question of when.
In the traditional world of PR, companies would go into crisis mode, hiding from the media and only reluctantly admitting any sort of problem if forced. With clued-in individuals and companies using social media, there are a variety of tools available to help clear the air and get back to business.
What to Do When You Screw Up in Public
- Admit it.
- Accept it. Shit happens.
- Apologize directly to the involved parties. An apology in public is best. If you tweeted something off color, tweet out an apology. If you wrote a blog post that went awry, respond in the comments and update the blog post*. Don’t make excuses, just admit it was a mistake and that that you won’t repeat it in the future. If you screwed up with a client, offer to waive some of their fees or give them a discount on future work.
- Prevent it. Learn from your mistakes. Think twice before sending that tweet. If you’re going to blog something negative about someone else, make sure that you have your facts straight. Often it’s best to give them a chance to respond privately before calling them out in public.
Once the mistake is made, it can’t be undone, so it’s best to admit the error, offer apologies, and move forward.
* In general, avoid deleting content directly. Mark it out with strikethrough, note that it was updated, or if nothing else, delete it and note that inappropriate content was deleted. If you go back and delete the offending statements without offering explanation, it might appear that you’re trying to cover it up or deny that it happened.
Photo by LaurenHolloway, used under Creative Commons licensing
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