Whether it’s football or hockey, basketball or baseball, sporting events tend to bring out the passion from their fans. From painting their face and buying season tickets, to staying home and yelling at the TV, sports fanatics showcase both love and criticism for the teams they adore. And with social media, fans can more easily voice opinions in a public manner.

As mentioned in this Albuquerque Journal article, the University of New Mexico’s basketball program is no different. Fans and critics of the program have taken to social media to compare players, express playing time concerns and address other aspects of this program.

This program, much like other businesses, is susceptible to feedback from those who want to see the team either succeed or fail. Below are three tips for protecting your brand from social media attacks.

1. Create a conversation with your employees. If something bad is happening, or negative press is surrounding your brand, keep your employees looped in. Create a comfortable space where they can approach you with concerns and let them know that their voices are being heard. A strong brand starts from the inside.
2. Set expectations.Whether you run a sports team, a hospital or a local coffee shop, be proactive and set expectations for employees’ social media use. Is it okay for employees to mention your company by name? What are the boundaries for their communications? Are there repercussions for negatively discussing your brand? If something goes awry, what do you consider an acceptable response? Do you have a person designated to provide the appropriate response? Have you informed your team of the process? A formal policy will set standards on what behavior is appropriate and will create a more solid foundation for your brand.
3. Create dialogue with consumers. Although your brand might be facing criticism, the first step to finding a solution that will minimize the backlash is identifying the underlying problem. Listen to the feedback and identify a root problem. Be sure to provide updates and let fans know that you are working to solve an issue.

For more information on issue management and crisis communications, click here.

About Andie Mirabal

Andie Mirabal is the Director at The Garrity Group. She is a visual media enthusiast with a love for telling stories. To learn more about Andie, click here.

Published February 15, 2019