Dissatisfied Customers Can Damage Your Business by Waging a War of Words on the Internet. Are You Ready for the Challenge? By Andy Marken

In one episode of M.A.S.H., a friend of Hawkeye's said (just before he died), "I didn't hear the one that hit me." The same is true of all the shots people are firing at your company and your products on the Internet and Web. Unless you're maintaining constant vigilance you'll never know...until it's too late.

Just as it's easy for us to develop, control and send messages, so can dissatisfied customers...and the competition.

In the pre-Internet days, we used to say that a satisfied customer will tell one or two prospects but a dissatisfied customer will tell 10 or more. With the Internet and Web those same dissatisfied customers can tell millions of people...and they're doing it every day around the globe.

Don't take my word for it. Get on the Web. Go to your favorite search engine and look for Anti-Disney, Anti-McDonald's, Anti-Ford, Anti-Gun Regulation, Anti-Microsoft, Anti-AT&T, Anti-BofA, and Anti-(product name). You'll find a range of sites from highly polished to amateurish Web pages waging a war of words against individual companies, products, services and concepts.

Multiple Platforms

As if the individual Web sites weren't bad enough, there are also thousands of on-line forums, mailing lists, chat rooms, discussion groups and Usenet groups gathering on the Internet every day. When these virtual groups gather, people exchange positive and negative information, rumors, misinformation and even disinformation about companies, products and individuals (check out the anti-Bill Gates and Bill Clinton groups).

Intel's costly problems with early versions of the Pentium processor started on the Internet. From there they spread to the print, radio and television media. Disney's policy of providing domestic partners support regardless of the sexual orientation of the couples produced all types of fanatic messages on the Internet.

McDonald's spent an estimated $16 million over a seven-year period before it won a libel suit in the UK. For all of its legal expense McDonald's was awarded $94,000. But the company can't put a price on the lost customers and tarnished reputation caused by the negative Web sites and the rumors that flew around the world about the company and its activities.

Suddenly the Internet and Web don't look like the friendly skies.

Ignorance Is No Excuse

Unfortunately the vast majority of people view the Internet as an open communications pipeline where they can send out their news to target audiences, research competitors' Web sites and occasionally spend time in their firm's user forum. They spend little or no time or effort finding out what people are saying in real-time in cyberspace about them.

Just as with M.A.S.H.'s Hawkeye's friend what you don't hear can hurt you...and it could be fatal.

Real-Time, Two-Way Communications

The Internet and Web are different from traditional media. They are real-time communications vehicles people use round-the-clock and round-the-calendar. They also provide immediate two-way communications.

It is important that you find forums, list servers, discussion groups and other locations where the company can listen to and interact with customers, potential customers and detractors. When they work in these cyber areas, you need to identify yourself honestly and post information that is tailored to the cultural and information requirements of the specific group. Otherwise, you'll find yourself on the receiving end of volumes of heated e-mail.

But just because something is posted that isn't pro-company or pro-product, don't immediately jump in to defend your position. Such knee-jerk reactions will usually lead to a volume of unwanted and uncomfortable flamemail directed at you and occasionally every company e-mail address the Internet rovers can find.

Know Your Netiquette

It's important that you gain a keen sense of netiquette. Each site and each situation will dictate a specific strategy. There are times when you need to respond and times when the Usenet conversation group will police itself.

If you or a member of your organization is in a Usenet group, don't immediately strike back. Encourage the individual or organization commenting on your products or company to take the discussion of thespecific issue "off-line." Then work one-on-one to establish an on-line dialogue to see if the situation can't be resolved or at least nullified.

When you believe misinformation and/or disinformation is being initiated in a specific Usenet group, clearly and concisely post a statement to set the record straight. As you continue to monitor the Usenet group activity you'll usually find that if the statements are brought up again another 'netizen will immediately post the denial or correction in his or her response.

Most Internet rumors, misinformation and disinformation seems to come from a newbie's ignorance or a particularly irritated customer. By presenting honest information and assistance, the problem or issue will quickly disappear. However, if it appears that the "news" is being spread by a competitor using a shill e-mail account (extremely easy to obtain) take immediate action...without calling in the lawyers.

Hide the Lawyers

It's surprising, or perhaps not so surprising, how quickly 'netizens strike out at organizations that threaten legal action (David vs Goliath) for something that was posted on the Internet even when they disagree or are opposed to the posted information. The vast majority of people are against such things as pornography, especially child pornography; anti-Semitic positions and neo-Nazism. But when governments threaten to develop regulations or groups threaten legal action, 'netizens everywhere come to the defense of the individual's right of free speech.

Instead of unleashing the legal hounds, prepare a contingency Web site. Develop an on-line disaster plan you can quickly implement. Develop the infrastructure for the sites and have them sitting on your Web server. In this way you can quickly launch your information, link it to the appropriate search engines and get the correct information out to set the record straight.

Given a variety of possible scenarios, determine what sites and locations you want to link to to ensure your message(s) reach the right parties.

Look for Yourself

If you think your firm couldn't be a target, log onto the Internet right now. Go to the Usenet search engine DejaNews (www.dejanews.com) and type in your company and/or one of your product's name. You might get a rude awakening.

If you don't find anything, don't relax. Take a look for your competitionor any of the subjects we listed earlier. That could be you.

The Internet and Web are only about ten years old and are still evolving. It's important to understand the forces that are shaping the market. The Internet is not without its dangers. Proactive plans and efforts that you never have to implement are a lot more comforting than waiting for the shot you'll never hear.

Andy Marken is president of Marken Communications, an agency focused on promoting businesses in the computer, Internet and communications markets. He may be reached at 3375 Scott Blvd, Suite 108, Santa Clara, CA 95054. The phone number is (408) 986-0100. You may also email Marken by writing marken@cerf.net. Agency information is available online at www.markencom.com