Your Company Got Blogger-Bashed? Take an Example From NewTek

Bloggers affect public image of companies – and smart ones know to identify and respond to issues raised by this independent media source. The effect of bloggers doesn’t end in image only, but also harm stock price, as Engadget false report on iPhone release dates showed the market.

However, smart management of these situation can not only fix damage done, but also improve company’s public image.

Readers of my blog know that sometimes I politely bash companies. That was the case of NewTek, the creator of TriCaster, that I’ve covered in this post. The main issue that I’ve raised was their lack of responsiveness to, a company that used its product to push the envelope of online drama.

Several hours after publishing the post, their CEO and President, Jim Plant left a comment thanking for the post and asking who was trying to reach them. I’ve asked Andrew from to touch base with Jim, and they’ve done so through the comments section, and later I’ve introduced them to one another via mail (based on the email address provided in the comment Jim left me). Not only that, the company later sent Philip Nelson, VP of Strategic Development, for a meeting with Andrew Lipson, and for a related panel in IMTC event.

Not only that NewTek improved their image in the community, they also gained some publicity and reach to new market segments – only because they were responsive to what was written about them – in a timely fashion.

So what are the most important points for companies in dealing with bloggers who bash them?

1. Time– responding in a timely fashion to posts is a crucial part of communicating with bloggers. This requires an ongoing monitoring of blogsphere by companies and their marketing departments.

2. Comments – though companies can contact bloggers directly, comments are visible to all readers. That way, even if a company doesn’t persuade the blogger that his bashing is wrong, at least the readers would see additional point of view on the topic.

3. Top management involvement – getting top management to comment directly on blogs provide additional benefits – especially when the company is bashed. Just like a press conference, when a senior level official presents company views, readers see that the company sees a topic as important.

4. Use real email addresses in comments – yes, I know, sounds strange, but the fact that I had the direct connection to Jim made things much easier, and raised NewTek’s credibility.

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7 Responses to “Your Company Got Blogger-Bashed? Take an Example From NewTek”

  1. 1 Andrew Lipson November 8, 2007 at 2:27 pm


    You are absolutely right about how a company can respond to issues raised by bloggers. First, Jim, the CEO responded to your blog and you put him in touch with me directly. Then Jim connected me with both the regional head of sales for my area and with Philip Nelson, the Sr. VP for Strategic Development.
    I met Philip at an event in New York City, and then spent some quality time with him in Boston during VON/Video on the Net. He listened to my issues with the product, told me how some of them were already being addressed, and gave me more in-depth information on how I can get more out of the TriCaster than I already am.
    Because of not only the speed of response, and that it came from the top, but because of the quality of the information being provided and exchanged, this company did a great job of responding to a problem.
    Not only do I believe in the product (to the point Jeff Pulver had me get an e-mail address of “tricasterandy”), but I have become an evangelist for the product to the wider community because I know Newtek stands behind its products.
    Thanks again for being the instigator behind this success story.
    Andrew Lipson

  2. 2 scottwitter November 8, 2007 at 6:56 pm

    thanks Kfir and Andy, great communication going on here. NewTek has great people on board who are passionate about the product and extremely knowledgeable. Andy and others have always been responsive with answers to technical questions as well as being able to explain the technology on both ends.


  3. 3 Philip Campbell November 8, 2007 at 7:46 pm

    exact reason i got into social media. we are slowly sorting the good from the bad, the passion from the scanned in catalog. this is the world of the optimized customer experience to come. 🙂

  4. 4 kveljones November 8, 2007 at 7:51 pm

    but more than that…. this is the world in which virtual relationships turn into quality personal and/or business relationships… at no other time in my life has connecting with people in my industry been so simple and so rewarding…I am so glad Kfir started this thread and so incredibly pleased to know phil…

  5. 5 Kfir Pravda November 10, 2007 at 8:39 am

    Thank you all for your comments – I agree that now we can easily know who is really passionate in our business and who is not. When I see a Facebook profile without any writings on the wall – I know that the guy is either lonely or not active in the social media space. I couldn’t know these things in the past.

    Another important angle to note is that blogs can be used to create new business relations – a point that is often overlooked by most businesses which are thinking about corporate blogging.

  6. 6 James January 3, 2008 at 2:02 am

    Thanks Kfir – really enjoyed this and the other articles on the blog. Great to see a guy as smart and talented as you out there turning over rocks and working hard!

  1. 1 PR COUTURE » Blog Archive » Fashion PR Fridays Trackback on November 9, 2007 at 6:30 pm

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