Resisting Temptations: 10 Lessons learned

We all have different considerations that lead us to choose whatever business we are in. Whether it is for financial benefit, a passion or a deeply rooted sense of mission, the hard work we invest makes us venerable to criticism and makes us at times, and yes, emotional.

I admit, I have made quite a few mistakes by allowing those who I like to call taunters (after the ‘French Tounter’ in Monty Python’s Holy Grail) get to me while trying to engage on Facebook, Twitter and sometimes even on Quora.

Having the urge and the ability to respond directly has taught me a few valuable lessons which I am happy to share with you:

1. Count to 10. A lot has changed since childhood but that tip is still very relevant, even with the need for quick responses.
2. Anything you say can and will be retweeted against you.
3. Just because they “like” you, doesn’t mean they’ll always like you.
4. A back and forth conversation on our timeline can be left for those who really like you and would gladly comment for you.
5. Your own personal sense of humor or irony can alienate fans who identify with the message but not with its delivery.
6. The account you manage is not your own. The way you navigate the conversation is part of your brand strategy and reflects on it, not your personal feelings.
7. Your taunter is not targeting you personally, but they will be happy to use your emotional outbreak just for fun. They are either bored out of their  mind or there with a deliberate intention to criticize your brand/organization/country with no real wish for a dialogue.
8. Welcome your critics. The human need to be noticed is a large part of how and why social media has grown to these dimensions. Censorship repels even the loyal fans and lessens the engagement.
9. You can’t always predict or control where that comment/tweet or post will end up.
10. If your fans are ganging up on a taunter, calm the discussion down, even if you agree with them. But seriously, don’t  give a person or a comment more attention than they deserve. That will only make them want to keep doing it.

At the end of the day, when managing public diplomacy, and particularly digital diplomacy,

“Now go away or I shall taunt you a second time”

there are always 3 groups you typically interact with:

1. The “Persuaded” – Your supporters who will like, share and comment positively if the agree or won’t comment if  they don’t, just to save face (your face).
2. The “On the Fence” – Those who either have no opinion or are trying to establish one. Put them at the top of your priority list and tip them over to your side.
3. The “No Matter What You Say, You Suck” – those will always be around, and you will never persuade them, especially if you insist on letting them drag you into confrontation. So just keep your level of engagement at minimum and let their arguments against you gain you the sympathy of the “on the fence” crowd, the solidarity of the “persuaded” crowd and let it work to your advantage.

Always remember that being wise is much more important than being right. Let others do your lobbying, beyond the time it consumes of you and the potential slips of the type, it is in your best interest to mobilize others on your behalf. Especially if you represent a government, because the mere fact that you are the government puts a damper on your credibility.