How to react as a company towards negative consumer UGC to avoid a bigger company crisis
Notice bibliographique
Résumé
More and more companies are faced with negative online messages about their business, messages that can be widely spread online and eventually cause financial loss for a company. As in the case of the Canadian musician who made a song about United Airlines. This company had, according to him, destroyed his guitar and the customer service did not meet his expectations. This song became a hit on Youtube and resulted in a public relations embarrassment of the company. It is important for a company to understand the online etiquette and respond properly towards negative user generated content (UGC), content that is added by users. By properly responding to negative UGC, a larger company crisis can be prevented. Coombs crisis communication theory is highly appreciated in science. The theory provides scientifically proven rules how a company can deal with crisis communication, but it makes no distinction between hedonic and utilitarian products. The question arises whether online responding to both types of products requires a different approach. In addition, can the Coombs strategies be used in an online environment or are there more appropriate ways to respond as a company towards negative UGC? In one week, three focus groups were performed among different consumers to study this topic. In addition there were eleven in depth interviews executed with public relations consultants of a public relations agency in Amsterdam, The Netherlands. Important findings were that the Coombs strategies are suitable for use in an online environment, but there are a few remarks. For example, a relatively mild and cost neutral solution already fits for a utilitarian product, while for a hedonistic product also a compensation is required, which is a more expensive strategy. A negative UGC message about a utilitarian product can meet an instrumental approach while for the hedonic product more empathy is asked of the concerned company. In the hedonic case it is not only about the intrinsic value of the product, but rather the extrinsic value. Sense plays an important role. Subsequently the research provides areas of consideration when it comes to respond towards negative UGC as a company. The choice of focus group research has shown a positive one. After the consumers first wrote down their own vision on paper, their opinion was sometimes updated during the focus groups. This type of research held the participants focused and they worked well together to provide a good research result. By discussing the topic and the focus group consumer insights with public relations professionals, this study research results became only richer. By adding their professional vision a complete image outlined about how companies can react towards negative UGC.
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Prédiction machine sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Le volet Gemma est une étiquette directe du modèle pour chaque travail de la base, lue sur la notice réduite au titre. Le volet Codex est un classifieur appris des 10 348 étiquettes directes de Codex et calibré sur les taux pondérés de l'échantillon; les champs sans appui suffisant ne portent aucun appel Codex. Le mode candidate est l'union des deux volets; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont pas des étiquettes humaines.
Scores du classifieur distillé par catégorie (deux têtes)
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,006 | 0,012 |
| Méta-épidémiologie (sens strict) | 0,001 | 0,000 |
| Méta-épidémiologie (sens large) | 0,000 | 0,000 |
| Bibliométrie | 0,001 | 0,000 |
| Études des sciences et des technologies | 0,005 | 0,006 |
| Communication savante | 0,009 | 0,008 |
| Science ouverte | 0,001 | 0,004 |
| Intégrité de la recherche | 0,006 | 0,004 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,008 | 0,005 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découleClassification
machine, non validéePrédiction automatique; un appel candidat d’une seule source (Gemma direct ou Codex distillé), pas un consensus.
Le détail, modèle par modèle et score par score, se trouve en fin de page sous « Comment cette classification a été obtenue ».