Take Control: Conquer Controversial Attention on Social Media and Boost Team Morale

Social media is a worldwide megaphone. In fact, it’s the most immediate and impactful way to reach customers for marketing and public outreach. Unfortunately, it’s ability to rapidly spread information can take a difficult situation and turn it into a perpetuating downward spiral.

I recently learned this is especially true for many in the sales industry. In fact, according to MedReps’ most recent report of 500 sales professionals, Selling Controversial Products: Rising Above the Negativity to Find Positive Impacts, 68 percent say social media is the biggest obstacle when it comes to selling controversial products.

Without specific action from company leaders, this negativity will infect team morale, creating a toxic working environment. And because you have no control over what’s posted, this battle can feel unconquerable.

However, with the right determination and attitude, you can stop any social media storm from tearing down your team’s morale.

Keep sight of the positives

Even the brightest spots of your company culture can be overshadowed by negativity spread by social media. However, those going through the most controversial times still have ways of uncovering the positives.

Take pharmaceutical sales reps, for example. According to the previously mentioned MedReps report, they’re currently dealing with the two most controversial issues: the opioid crisis and medical marijuana legalization.

In spite of social media fanning the controversial fire, more than a third of sales reps (36%) feel medical marijuana legalization and the opioid crisis/legislation will positively impact their sales jobs.

The trick to keeping the positives in focus is acknowledging the negative situation and your plans for overcoming it. Keep sight of your company’s resilience and determination to maintain your values and vision. If negative reviews about your product, or product category, are spreading on social media, remind your team of the company’s journey.

Ask each person to write down the company’s mission and connect their favorite moments to pieces of that statement. This could be inspiration from a customer testimonial, the reward of making new developments with the product, or the feeling of accomplishment when the team experienced a big victory.

Rise up and take action

Social media is everywhere. The instant accessibility on our smart devices only enhances the chances of it decreasing team morale. However, staying busy and taking action keeps reps in the moment and focused on goals.

That’s, likely, why pharmaceutical sales reps are able to stay positive through their constant face-off with the media. Even in light of negativity, 30 percent of sales respondents in the MedReps report believe the pharmaceutical sales industry is providing essential products.

Empower your team to take action by bringing out their entrepreneurial spirits. Create a competition around any problems or projects at hand.

Step back and watch the magic as employees develop solutions using their own creativity and motivation. This won’t just reignite their passions for the company and its products, but also will solidify the team bond.

Speak up and set the record straight

If your team feels they’re constantly fighting a losing battle with social media, they’ll start to lose faith in your company. So, look social media directly in the virtual eye and take it on with the power of knowledge.

That’s exactly what pharmaceutical sales reps will tell you to do. In fact, in the MedReps report, a whopping 94 percent of respondents agree a lack of proper education impacts their sales.

Social media is packed with opinions that are frequently mistaken as fact. To remain positive, your team needs the opportunity to stand up for themselves in an effective manner. Create educational materials full of resourceful inhouse statistics, outside data, and customer testimonials.

Share this information in a positive, non-defensive way on your own social media pages. This doesn’t just squash misunderstandings and misinformation, but also boosts morale by reminding your team of the positive changes they’re making in the world.