Frank Strong has put together a great post detailing the strategy that Ragan used to influence a blogger who was a sole negative voice in an otherwise sea of positive feedback on a new product launch.
The team involved brainstormed and came up with a multi-faceted approach involving a number of actions. The ones that resonated with me are:
- Can you directly approach the blogger and open a dialogue? If so, use this route.
- Posting anonymous comments on the post in question is not a good strategy and often will incite the situation.
- Isolate the blogger by educating peers. Screenshots and user case studies help lend weight to your argument. Empower other bloggers who share your opinion and they may fight the battle for you.
- Target bloggers in the skeptic’s sphere of influence.
- Ask analysts to make presentations or webcasts (perhaps the smaller houses rather than Gartner/Forrester).
One issue Frank doesn’t get into is whether they first assessed whether it was worth getting involved at all. At the beginning of the year we had a similar incident. When discussing the problem, one possible course of action was just to ignore a single voice of dissent. Getting involved can highlight this voice and make it more prominent than it would otherwise be. We decided to act- but indirectly through our relationship with analysts.
Have you had any experience in dealing with negative feedback from bloggers you can share?