
Community members despise corporate lies or “marketing language” that paints a rosy picture even though they are being stomped on by a policy change or benefit reduction. Use transparent communication when breaking bad news to your online community. It is bad enough that you must deliver a Debby-downer to your passionate membership, but do not make matters worse by lying or using smoke and mirrors to distract them. They know exactly what is going on and their anger and disapproval will only increase if you choose to treat them like idiots.