Identify four steps to take when responding to rumors and encountering negative information on social media

What will be an ideal response?

Answer: Engage early, engage often. The most important step in responding to negative information has to be done before the negative information appears, and that is to engage with communities of stakeholders as a long-term strategy. Companies that have active, mutually beneficial relationships with customers and other interested parties are less likely to be attacked unfairly online and more likely to survive such attacks if they do occur. Second, monitor the conversation. If people are interested in what your company does, chances are they are blogging, tweeting, podcasting, posting videos, writing on Facebook walls, and otherwise sharing their opinions. Use automated reputation analysis and other technologies to listen to what people are saying. Evaluate the negative messages. When you encounter negative messages, resist the urge to fire back immediately. Instead, evaluate the source, the tone, and the content of the message and then choose a response that fits the situation. Finally, respond appropriately. After you have assessed a negative message, quickly make the appropriate response based on an overall public relations plan. In addition to replying promptly, make sure your response won't make the situation even worse. Keep mind that positive reputations are an important asset and need to be diligently guarded and defended. Everybody has a voice now, and some of those voices don't care to play by the rules of ethical communication.