What is the best way to deal with negative comments on my social media sites?

Linda, How do handle complaints through other channels?

Ignore them? Tell them to leave the store? Hang up the phone?

Of course not. Each comment at the very least should be acknowledged. Then, if you have an existing complaint handling process in place, simply funnel the information through that process. (If not, develop one.) It is all part of becoming a "social business," more than having a presence in various social media sites for marketing.

That said, it is also dependent upon the nature of the comment(s). If you have one habitual complainer that is just out to get you, than you have something else all together to deal with.

Simply apply the tried and true customer service rules - treat every complaint as an opportunity to turn a negative experience into a positive one. Give that person a positive story to share about how you solved their problem.

If you have any other questions, would be glad to help.

Hi Linda,

In general you act as every good sales professional or customer service rep would: listen, think and try to find a solution (respond). This does not mean that you have to nicely say “thank you” when someone destroys your reputation because he or she is misinformed, simply doesn’t like you etc.

As a former sales manager I always used to let an angry customer express his frustration whatever way he wanted (unless he started getting really personal or even dangerously aggressive). Once he stopped shouting out his frustration, I asked if we could talk now and find a solution. When the answer was “no”, I used to let the customer raging a bit longer and next repeated the same question. If the customer insisted on not wanting to find a constructive solution, then that was his free choice.

So we make an effort, at least if we want to keep our customer and see an angered customer as a potential loyal customer, what he really is! And on social networks it is the same.

Some things to avoid:

1. Trying to respond to every criticism

This is another mistake which should be avoided. Not every criticism presents a balanced picture. It is therefore better not to waste time responding to each and every criticism. Focus on creating value and serving your customers instead.

2. Making threats

If there is a review published which you know does not carry any facts and is false do not react angrily and threaten the reviewer. The comment and criticism is rarely personal so don’t take it personal. Do not make the mistake to think that your disgruntled customer or the negative reviewer has the full picture (and neither do you).

3. Focusing on the negative

While replying to comments most people waste lot of their effort in emphasizing the negativity in the criticism. They would do well to accept the criticism and highlight how they can solve the issue and what their unique selling points are, not in words but in actions. So try to be constructive. Why not make that another USP: “we solve problems”.

4. Taking it personal

Negative comments anywhere can prove to be disastrous. Don’t take it personal (unless you’re 100% sure it is). If you are like me and have had your share of complaining people and are more sensitive to it: ask for another job or hire someone nice.

5. Forgetting that respect and trust is earned

This is the most glaring mistake made. No matter how efficiently 'online reputation' is managed, respect and trust are earned and can never be managed. It is therefore important that integrity is maintained and commitments fulfilled so that one can gain trust and reputation from people. And, yes, you will make a mistake now and then.

6. Thinking you can control everything with online reputation management

You can't control everything. You can listen and respond. And this doesn't mean you have to be everywhere all the time and certainly not that you have to bring in an army of brand advocates to counter online criticism. You'll probably want to. But maybe you can better focus on customer satisfaction instead of being everywhere all the time.

7. Not prioritizing, measuring and having a strategy

You have to prioritize, segment and allocate the right resources to the right channels and segments! Define the strategy and plan, set expectations right about how, when and where you can help or respond than to go for the 7/7 24/24 model. If customers want support or answers everywhere all the time and that is simply not possible given the type, size or nature of your business, then don’t ignore complaints but clearly state what you can do. If you have the kind of business whereby customers need to be served in real-time, then make it part of your service offering. Educate employees, draft a social media policy. Also measure: what’s the impact on costs and on the short, medium and long term regarding customer satisfaction and revenue?

Hope this helps.