‘Paint never dries’ is how one theatre-goer described the sequel to Phantom of the Opera ‘Love never dies’.
Catch a feeling and put it well and it goes viral. The wise digital marketer responds, but how?
‘There is an inverse relationship between credibility and control,’ according to Martin Sorrell (2008). ‘The more control you keep over the message, the less credible it is. And Vice Versa.’
It is known that negative ideas have more impact than the positive; the professional though will share negative feedback wrapped in the positive. How I’d respond to the above if it is what I felt I don’t know. These shows are locked and they not? Does dropping a scene or two or a song improve matters.
As Larry Weber (2009:58) puts it, ‘ignoring negative comments is the equivalent of ‘No Comment,’ which is the biggest communications mistake executives make.
Max Clifford in a lecture to students says that his PR work is almost entirely damage management – people publishing lies.
I wonder how he’d deal with the above?
Might it be a question for a student of digital marketing?
Ethan (in Webber 2009:218) offers the answer. ‘When you have actively engaged an audience, your biggest supporters will actually become very vocal and will step up to your defence.’
‘Old news keeps like fish’, they say. When it comes to a negative comment online is it just a fart in the wind? It passes. or is it hot gossip that grows?
Webber, L. (2009) Marketing to the Social Web (2nd Ed) Wiley & Son
Sorrel, M. (2008) Public Relations: The Story Behind a Remarkable Renaissance. Institute of Public Relations Annual Distinguished Lecture, New York, November 5, 2008 in Argenti P,A and Barnes C, M.Digital Strategies for Powerful Corporate Communications. (2009) McGraw Hill.