As I wrote in the first post about Company A (Company A's Story, part 1), when I was asked to create a list of discussion points for their new Facebook page, Company A had a caveat:
"But nothing that might get someone talking about The Problem."
The public, the people whom Company A wants to reach - they know about the problem. Hiding from it isn't going to change that.
Company A needs to acknowledge its problem. It needs to let its audience know that it recognizes people are unhappy. Problem areas are perfect for conversation, and it's a mistake to try to avoid those conversations. People will talk about The Problem, whether you want them to or not.
Although Company A requested that I not include any questions or discussion points that would get people talking about their problem, I disregarded that request. One of the questions I put on the list was
What suggestions do you have for changing or improving The Problem?
This sort of question lets the audience know that Company A is aware that there is a problem, and it invites those who care about The Problem to join the conversation. It helps keep people from simply complaining or tearing the company down, inviting them to offer solutions instead. It offers those who are potentially the biggest detractors to become part of process, giving them the chance to feel involved and invested.
It only works if the company is sincere in wanting to fix the problem, and if they join the discussion. Sadly, at this point, I don't expect Company A to do that.
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