This is how companies and experts face up against haters on the Internet
Tania Cavada has spent this Christmas with a knot in her stomach. The head of the digital area of Leo Burnett, the agency that has signed the last three advertising campaigns of Lotteries, had orchestrated an action protocol to press in real time how Carmina’s spot was working on social networks, the old woman who believes that she has touched the fat one. “We analyzed what was said, and how, in blogs, in open social networks, in the digital press,” he says. Objective? Detect negative opinions and criticisms to see their origin and obtain the maximum information about them. The reception of the announcement was favorable, but if a hot spot had predicted a fire, everything was ready to stop it. How? How do you respond to a hater, a troll or whatever you want to call someone who, in short, is going to blow up a campaign?
Although before we should limit what we mean when we talk about hater . The real, the hard, the one who is fighting with the world, that will continue to hate what a firm does, as shown by a study by the Social Action Lab of the University of Illinois (United States) published in Journal of Personality and Social Psychology, and has been verified by own experience Enric Jové, CEO of McCann Worldgroup Barcelona . Given this profile, “the best thing is to do nothing,” he advises. If the brand or public figure has taken care of its reputation online and has shown coherence, it will be its own followers, or fans, who shut the mouth of the troll . His agency manages the public profiles of Rafa Nadal and other athletes. “In sporting passions, the excess of love towards one part implies downloading against the other,” he sums up. If you are Cristiano Ronaldo, you hate Messi. And vice versa. When he had to manage the public communication of Iker Casillas in his last stage at Real Madrid, he recommended “low profile and endure the hate”.