On the recommendation of a good acquaintance, Anton Vert, I read Timur Aslanov’s book I Know What to Tell Them. In the blurb, the author promises to explain how to deal with negative comments about you, your company, and your products online. To do this, he introduces the concepts of the “Light Knight” and the “Dark Knight.” The latter is ready to act tough, respond rudely, and wipe out comments he doesn’t like. However, the greatest benefit comes from the “Light Knight,” who constantly monitors his emotional intelligence and knows how to respond to the substance rather than the tone.
My direct work has never involved responding to user comments; more often I’ve been on the other side of the barricades — and I’ll admit that at times I can be overly emotional in voicing my criticisms. Still, I’ve always tried not to stoop to personal attacks or mudslinging just for the sake of it.
At the same time, I’m active on social media, I have my own blog, and sometimes my position or certain statements can provoke negativity — both from subscribers and from people who just happened to drop by. So I was curious what exactly Timur Aslanov might advise, especially after such a strong recommendation from someone I know.
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