Companies choose to participate in social media for a variety of reasons. In most cases, they’re looking to tap into the upside that social media offers, which includes positive customer engagement, enhanced brand awareness and the chance of converting customers into brand evangelists. Companies are also now using an Entity extraction tool to help them find out how their company is doing and what they need to improve. However, many companies fail to plan for the perceived downside of social media, which can come in the form of a negative comment, customer complaint or blistering review.
As you develop your social media strategies, it’s important to discuss how to deal with questions, concerns and negative feedback from your followers. Here are some things to consider:
- Turn a negative into a positive. Negative feedback creates a great opportunity to fix a problem or learn more about an issue that may exist. Look at it as an opportunity to show concern and a willingness to make things right.
- Respond immediately. This shows you’re willing to offer a solution.
- Take the conversation offline. Respond by apologizing and offering a telephone number or email for immediate assistance.
- Define the rules of engagement. In most instances, the feedback you receive from followers will be honest and sincere. However, there are occasions when feedback crosses the line. As a company, you have to determine when it’s appropriate to respond and when it’s not.
- Never become defensive or smug. When faced with negative feedback, it’s hard not to take it personally. Always stay positive and professional.
- Say “thanks.” When positive feedback rolls in – or someone is kind enough to share your content – be sure to say “thanks” for the recognition.
Brian Meehan is president of Celtic Inc. in Brookfield.
