The bad buzz of horse meat has gained momentum from social networks, especially from Twitter.Picard, also pointed out, was present on Kazakhstan WhatsApp Number List following the explosion of this scandal.Conversely, Findus not being on the network, the company took the time to work on a press release that it would then post on its website.

The bad buzz relayers do not spend their lives on the Findus site, they were not directly aware of this press release and continued to relay the scandal around Findus on social networks …

This bad buzz underlines the importance of a presence on the Internet and social networks in order to be able to monitor in real time on your e-reputation and to be able to act before the crisis appears.

Even if you do everything to avoid a bad buzz, you are not immune to a communication crisis. If this happens to you, how do you deal with the bad buzz?

The first thing to do in the event of a bad buzz is to determine where it originates from and how long it has been around. If you are good, you can quell the crisis before it spreads too quickly. This is the whole point of the day before that we have seen previously.

If it is already too late and the bad buzz has spread out of control, you will need to identify the main intermediaries – unhappy customers, influencers, competitors… in order to provide them with a personalized response. It seems so logical and yet this point is very often forgotten by brands that face a bad buzz.

Identify The Source Of The Bad Buzz

Start by apologizing and the best way to deal with a communication crisis. Show that you understand that the audience was hurt or shocked by your communication.

Do it quickly and with all the necessary transparency, sincerity and humility. You will thus avoid losing your capital of confidence with your customers, prospects or partners.

Distribute them widely, using all appropriate channels. Communicate to your email database, to all of your accounts on social networks, on your website, in the press, etc.

Tip # 3 – Don’t hide anything under the carpet
When you are the victim of a bad buzz, it can be tempting to delete the incriminating communications. That’s a very bad idea ! Do you know the Streisand effect? With the internet it is extremely easy to find information, even if you delete posts or pages that are bothersome for you.

And to be convinced of this, it suffices to see the countless speeches of our policies on the networks unearthed by Internet users at the least opportune moment.


Hiding something on the networks very often amounts to launching a challenge to Internet users in search of justice. And in this game, you will inevitably lose!

Likewise, if you get attacked after a bad buzz, don’t delete the comments. Respond to them as quickly and calmly as possible with the elements of crisis communication that you will have worked on beforehand.

Tip # 4 – Always keep a cool head!
When the bad buzz gets too personal or the words get loud, it’s harder not to respond emotionally. Community managers know this. Even if they speak for their business, attacks from internet users can be resented.

Responding on the fly can be risky if you get carried away by feelings. A poorly worded response can sometimes do more damage than the initial crisis, or intensify the bad buzz at best.

Excuse Yourself For A While

Tip # 5 – Communicate about the solutions you have put in place
Fault confessed is half redressed ? You have certainly apologized, but now we will have to give an explanation.

Whatever the origin of the bad buzz, it is important to keep the public informed about the causes of the incident and how you plan to resolve the problem.

In the event of poor communication, explain that you understand that the message may have offended and that you are taking the necessary measures. Show that you have taken matters into your own hands to remove the problematic communication and stop its dissemination in the case of a TV spot, an Ads campaign, an urban billboard for example.

Another case could be a major outage or data leak for an online tool. Here clearly explain the reasons (hacking, human technical error, etc.) by communicating clearly about the deadlines in which your solution will be operational again, the impacts for customers and the solutions that you are going to put in place to prevent the situation from occurring. reproduce.

Depending on the nature and complexity of the bad buzz, you will also need to determine who is best able to stop it. A communication error can be managed by your community manager or your communication manager. A bad buzz directly related to the activity of the company could perhaps require the intervention of the management.

In conclusion,
To be able to effectively fight against a bad buzz, it is important to already be able to count on a solid presence on social networks. This presence will allow you to monitor your brand image and anticipate the crisis. With skill and a detailed strategy, you can react quickly and maybe even turn bad buzz into good buzz! If this article has convinced you to invest in social networks, download our guide to get started on the right foot!

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