A question I'm often asked by those who are contemplating using social media to promote their business is: once I'm participating in the online conversation, how do I handle negative comments?
The first step to addressing any negative feedback is to ascertain what type of information you're dealing with. As a rule, negative postings will fall into one of five categories, all of which require different ways of addressing the situation:
A specific problem.
This is a post from someone who has a specific issue with your products or services. While this feedback may, at first, be perceived as a threat to your online reputation, it can assist in highlighting service issues you may not already be aware of.
To respond to this type of feedback, determine whether the problem reported exists, how it can be rectified and notify the complainant of the course of action you are going to undertake.
Even if you determine that you are not prepared to modify your product or service (for financial, practical or strategic reasons), make sure you respond to the complainant with something as simple as "Thank you for bringing this to our attention. We do things this way because…"
Constructive criticism.
Similar to the "straight problem" this complaint relates to a specific issue, but comes with the added bonus of a suggestion to help you effect change. Although this feedback may shine a spotlight on your flaws (making it seem negative), it is also often highlights a person who is engaged with your brand enough to want to help you improve your products and services. So, these types of users should be treated as allies, waiting to be converted.
Make sure that you respond to all constructive criticism, even if it is just to thank the user for taking the time to contact you, and acknowledging their suggestions. Even better, if you can effect change (based on their feedback), make sure you outline the steps you will take and that they were the catalyst for this change - this will build loyalty and trust with your online followers, by showing that you genuinely care what they have to say.
A Justified attack.
Cadbury, Fonterra and Nestle have all been victims of such online attacks, to name just a few. This is where the attack itself may not be justified, but the catalyst for the attack is. In short, your company did something your consumers consider wrong (in the three aforementioned case studies, it was the use of unsustainable palm oil/kernels in their products) and they're very angry.
This is a tough situation to deal with, with no set hard and fast rule for response. But, generally the best course of action is to respond quickly (remember timing is everything on social media channels), and try to show a commitment to righting the wrong that was the catalyst for the attack.
Also, never try to fight popular opinion online. If the majority of your online consumer base is saying you've done something wrong, then treat it as fact. On social media channels, the user is always right.
Misinformation.
This is a negative post that is based on a rumor, mistake or lie. If the post was made on your website or social media channels, then you should move to respond immediately, and correct the error. Make sure you keep your post positive -don't ridicule the user for being wrong; just nicely, but firmly, correct them.
If the post was not made on a site that showed a clear intention for you to respond (for example it is a post on an obscure blog, etc), then it is best to refrain from commenting. Instead, just monitor the situation, to avoid drawing attention to the post.
If you find that other people are becoming interested in the misinformation, then take action and correct the error by citing facts and providing links (where possible). This removes any room for ongoing debate.
Trolling/Raging.
Troll (or Rager) is a term given to a social media user who has no valid reason to post negative comments about your company, or be angry at your brand. They are negative people whose key goal is to bait you into a public argument, for sport.
If you determine that a negative post has no basis (in either content or the catalyst), do not respond. Trolls and ragers thrive on ongoing interaction, so the best way to deflate them is to say nothing.
No matter how professional you and your employees are, it hurts when you see negative comments about your business online. But, if you can remove the emotion from the situation and respond correctly (based on the type of complaint), you may be able to turn even the most negative post into a positive interaction with your consumers.
