Confronting an Online Bully: How One CEO Used Old-School Communication to Combat Misinformation
By Scott Juba, Hennes Communications, of counsel
As we all know, sometimes the loudest voices online are not the most accurate. The CEO of one organization experienced that firsthand amid a reputation-threatening situation.
In such instances, there will almost always be people who spread misinformation online. Particularly troubling, though, was one individual whose misinformation appeared to be breaking through the clutter and driving subsequent negative conversation. Even worse, he was using his platform to attack anyone who attempted to use facts to defend the organization.
While strategizing about how to combat this misinformation, the CEO offered a bold suggestion. “Why don’t I offer to call him?” he asked.
That move was a risk. There was no telling how the critic would react to being contacted by a target of his ire. Also, having the CEO make the call might provide the critic an elevated sense of importance and encourage the bad behavior.
After some discussion, though, the CEO decided to give it a try. The organization reached out to the individual and he willingly offered his phone number for a call.
Now, it all came down to the CEO’s approach. He was not confrontational, combative or defensive. He met this individual where he was and said that he wanted to have an open conversation about the person’s concerns. In other words, the CEO conveyed that he was willing to listen. This disarming approach immediately took down the temperature. The ranting online critic was respectful and even repentant at times during the phone conversation. He expressed appreciation for his concerns being heard and was apologetic about some of his posts. The CEO acknowledged the critic’s valid concerns – not the misinformation – and said his organization would study how to be better.
While the online critic didn’t retract or delete any of the online comments he had made, he stopped attacking the organization online. The spread of misinformation ceased.
This situation offers key takeaways:
- Keyboard courage is real. Many times, people will write online what that they would never say in a real-life conversation.
- This online problem required an offline solution. Sometimes, nothing is better than a face-to-face or phone conversation.
- The power of listening cannot be understated. Making someone know that they are heard goes a long way.
- Learn from your critics. Amidst all the bluster and misinformation, there is often also a grain of truth in the criticism. Look for it, validate it with the critic and make your organization better.
Every instance of online misinformation cannot be solved with a phone call. Each case is unique. However, the strategy of meeting online criticism by moving the conversation offline can often result in a desirable outcome.
Scott Juba is the owner of Radar Public Relations & Consulting and serves of counsel to Hennes Communications. Reach Scott at scott.r.juba@gmail.com and (216) 210-3717.