Reputation Management in the Age of Social Media: Telling your story before someone else does

One of the most important things an author should learn about this new era of social media that we all live in is that the means of production and dissemination is no longer in the hands of an anointed few. Bloggers, podcasters, forum participants and others are talking, and collectively their voices can be louder than any single newspaper columnist or critic could ever hope to be.

An author can and should now actively engage his or her potential readers by finding where they read their news, which blogs they favor and what kinds of message boards they frequent. Utilizing this strategy can be an advantage for authors otherwise limited by small publicity budgets and time constraints. However, writers seeking to enter the evolving world of social media should be aware that these engagements are conversations, not monologues and unless you are willing to fully extend yourself – and this involves some amount of vulnerability – you’d be better off not getting involved at all.

Social media thrives on authenticity and honesty, and nothing will sour outreach efforts quicker than the appearance that you are insincere. Problems will happen, scandals will occur, and it’s important that when something potentially destructive rears its ugly head – be it about you or your book – that you be the first to talk about it. By telling your story first, you have the opportunity to shape the conversation before someone else can. Your instinct may be to cover up any controversy and hope that no one notices, but this instinct is very nearly always wrong.

People are going to talk about you – they probably already are – and it’s up to you as to whether you want to sit quietly or take an active role in the conversation. It’s understandable that you might be a little wary to admit to faults and actively engage your critics in open, honest communication online, but this is the only way that you can gain and maintain credibility among your audience. People aren’t going to want to listen to you any more if they perceive you’re not willing to be honest with them.

I have a very simple formula that I very nearly always recommend to someone involved in a potential crisis. Here it is:

1. Admit that you’re wrong. I know that it’s hard, but it’s going to come out anyway, and you’re not going to do yourself any favors in the long-run by denying the truth.
2. Explain why and how you’re wrong. Sometimes people can be a little more sympathetic when you take the time to tell them exactly what led you to make the poor decision that you did. Everyone has had the experience of making a mistake. They can relate.
3. Make any necessary apologies. Yes, mom was right. A sincere apology is the best tool that you have in your crisis communication toolbox.
4. Explain how and why this error will never happen again. Each mistake is an opportunity for a lesson learned, and by showing that you’re only human and honestly trying to improve, people may be more likely to trust you again.