Step Into A Misstep
Step Into A Misstep
Recently a client had the unfortunate experience of being taken to task on a social media platform. The situation started out relatively minor, but a few over-eager responses to a comment post had the internet a-flutter in less time than it took to for a French press. As property owners and managers, it is imperative to accept that sometimes the mark may be missed, and have a plan in place to respond and positively engage when this happens.
The biggest take away from this post should be the awareness that residents can, and will, promptly take grievances to digital platforms when you haven’t done the right thing, from their vantage point. For that reason, if for no other, you need to ensure your staff is properly trained, in the best practices of property management. They should be very clear that if they veer from your company standards, the consequences can be severe. Because, be assured, that the one time a maintenance issue is handled with a delay, a resident concern receives an out-of-character response from your typically mild-mannered manager, or a deposit return is mishandled, there is a significant chance it will be widely distributed and commented upon.
What can owners do when they have missed the mark and been taken to task publicly? Here are a few strategies and tips.
1. Before you respond, get the facts. It can be unsettling to get a social media alert, or call from a news reporter about an incident at your property, but from this point forward, the world is watching. Therefore, you must promptly get all the facts. Speak with your staff about their version of what may have occurred. Review any records, such as maintenance logs, guest cards, or resident emails so you are armed with the background.
2. Breathe deeply and provide a concise, empathetic response. Immediately designate one person to handle any outward communication so all responses are with one voice. Chances are you’re going to be unable to take an eager reporter off the story or persuade a social poster to delete their original post. So, while it can be fair to ask for these things, they are unlikely. Therefore, you need to be prepared to provide a professional and courteous response, that delivers your message to resolve a situation, in a concise way.
3. Take further communications offline. After delivering your message, it’s time to step out of the public eye on the matter. Direct your attention to resolving the matter with your resident, your staff and at your property. Do not wade into an ongoing back and forth in the comments section or post engagement. No matter how infuriating the comments may be, your opportunity to defend yourself lies in, and only in, item 2 above.
4. Learn. The world can often forgive a one-time mistake. But make it again, the backlash will be even fiercer. If the issue resulted from a staff misstep – take it as an opportunity to retrain them, along will all your staff. If a maintenance matter went overlooked, resolve the situation immediately and add the trouble spot to your monthly inspections. If you were the reason for the failure – accept the shortcoming and resolve to do better going forward..
We’re going to finish where we began. Arm yourself with the knowledge that almost anything can become public in seconds. Residents have been empowered by the video feature to resolve issues. Prepare yourself for any missteps and when they occur, take a methodical approach to handling, and before you know it the new news cycle will have begun.
Cheers,
WT