With the Internet and social networks, brand image is a fragile asset. Whether it is due to clumsiness, too virulent Jordan WhatsApp Number List of society, no brand is today immune to a bad buzz. So how do you avoid the crisis? How to react in case of bad buzz and come out stronger?
A bad buzz is a negative phenomenon that weakens e-reputation, ie online reputation .

We generally speak of bad buzz to describe a situation where a brand, a product or even a person, undergoes an attack on the web and / or social networks and that it ends up taking a strong dimension. A badly managed bad buzz can have a strong and lasting impact on a company’s brand image.

To go further: How to build a powerful brand image?The fear of bad buzz is often the reason why some companies do not want to communicate on social networks.

As we will see next, this is a fatal error! And when they do, it is the community managers, on the front line, who fear it the most! Fortunately, there are simple ways to guard against these risks, and approach digital communication calmly.

Let us illustrate the concept of bad buzz with a specific example: to promote its new Twingo, Renault has not hesitated to launch a series of advertising spots centered around the various pictures of women at the wheel.

Sexist communication – Renault Bad Buzz
Internet users strongly criticized this campaign on social networks. As a result, Renault had to apologize and remove the commercials in question.

This bad buzz had no real long-term impact on the image of the diamond brand. But in some cases, the consequences can sometimes be dramatic for businesses. So how do you deal with a bad buzz? We will give you the keys in the rest of this article.

What Exactly Is A Bad Buzz?

How to avoid a bad buzz? And yes ! It all seems obvious, but before seeing how to manage a bad buzz, it is above all essential to understand how to avoid it!

Identify the sensitive points of your brand
To anticipate possible bad buzz, it is important to know the points on which your brand is fragile. Some brands are much more exposed than others: brands in the health sector, industry, children, politics or even defense or security …

Sometimes the risks are contextual and get even higher based on current facts. By listing the sensitive points of your brand, you will be able to foresee the attacks against which you may be the target and the relevant responses to provide to “nip the crisis in the bud”.


Take the example of a fast food brand: one of its sensitive points will be obesity. To avoid a bad buzz on this subject, the brand will have to reassure about the nutritional qualities of its products and will be able to conduct an awareness campaign around the importance of sport for health.

Frame your communication. With the speed at which information circulates on the web, not a day goes by without a community manager’s error making a buzz on social networks. One of the most famous examples is the photo of a squirrel hanged by… on the Caisse d’Epargne Facebook page.

an example of bad buzz from the Caisse d’Epargne
Obviously this “stroke of humor” has not passed to everyone.
To avoid this kind of clumsiness and the potential bad buzz, it may be interesting for the company to develop and implement a charter for the use of social networks for employees. Keep in mind that on social networks, the line between private and public life is thin.

An Example Of Bad Buzz At Renault

It sometimes happens that the words of employees on their personal networks impact the brand image of your company. We all have in mind the bad buzz that started from an employee’s post in the personal context. “Problematic” photos that end up shared in public spaces for example …

For your corporate communication, except if your brand is legitimate in expressing itself on the subject, treat the following topics with the utmost attention:

Gender identity – especially if you are unfamiliar with the subject
Sexuality – it is a sensitive subject and still too often approached by offensive clichés
Sexism – It’s time to stop mysoginous and male chauvinist communications, right?
Belonging to an ethnic, religious or other community
Mourning – how many companies have tried to “surf” on the attacks or the deaths of celebrities?
In general, consider that if when re-reading your communication you have a doubt about how it will be perceived, then it is better to give it up.

Also, consider being inclusive in your communications. Watch over your brand. As we saw in the intro, some companies do not want to develop a presence on social networks for fear of bad buzz. This is a major strategic mistake! Indeed, an absence on social networks will not prevent Internet users from questioning your image.

If you are not on social networks, you will not be able to monitor your online reputation in real time and will not be able to react before or during the crisis.

an example of bad buz
Who remembers the bad buzz about lasagna on horseback?
To illustrate this, we can go back to the horse meat crisis which affected several brands in 2013. Who do you equate this bad buzz to? To Findus, right? And for good reason !

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