Social Media is a crucial platform for any business marketing efforts. But how to deal with negative comments on social media. This is a question which has been on the social media strategy for most businesses but very few get it right.
Social media can act as a perfect catalyst to get popularity in masses if the publicity is positive and building your brand. But at the same time if something goes negative it can destroy years of branding efforts just like fire in a forest, which spreads faster than you think. Brands keep a high budget and effort on making a setback strategy to counter such negative comments on social media. But does it work for each brand? No.
So what is it that differentiate successful setback strategy from the rest. Here are some points to keep in mind.
Tip#1: Respond before the negative comment goes viral.
Being vigilant is the first key to have a successful social media setback strategy. You just cannot respond if you don’t know about it and later you know more the damage. Keep a track of all your social media circles for any negative comments and respond without wasting a minute. Moderating comments at places like blog can be a good idea as well. If you have a blog/discussion forum to engage your customers, keep a strict posting policy and moderate closely what is being posted.
Tip#2: Never ever engage in argument, instead provide solution on priority.
Many social media comments go viral after any argument on the post circle. It is therefore very important to provide a quick and sturdy solution to the problem/concern. If any concern for your brand or its services it posted, be sure to answer it as quick as possible. People tend to write negative about your brand even more if they feel their problems are not resolved. With the solution it is also important to generate the trust in your brand and your grievance redressal system. While responding to such posts it is very important to be calm and respond to it authoritatively and politely at the same time. Engaging with such customers on a private message can be a good idea as well. This way you can maintain a clean social circle and satisfy the customer with correct solution as well.
Tip #3: Don’t just give a temporary solution, but create a permanent solution to the issue within your system.
Giving a solution for customer’s concern is good but getting similar concerns every now and then can completely damage social status of your brand. It is therefore highly important to make changes within your system so that similar setbacks can be minimized. It is of high value to understand customer’s point of view and sentiment while creating a solution and expectations. Remember bigger your brand, higher the expectations from it.
Tip#4: Say Sorry but NEVER put your brand down.
Saying sorry can be hard, when you do not want to accept the flaw in your service/product. But saying so makes you more accessible to customer. The point to keep in mind is, never just say sorry. But it is wise to compensate the customer with something better with a sorry. This way you would not just keep your brand’s image intact but also give a message across that customer is of prime priority for you. Once this message is out and accepted, you may turn the negative publicity into positive publicity faster than you think.
With all this said, I would add, Social media branding is a ongoing effort and is subjective to the situation. There cannot be a single solution fitting all situations but the tips shared above are generic and can be taken as backbone of any social media setback strategy.
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