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One of the most traumatising things for any company is to have its brand tarnished online. Any post can be perceived in potentially hundreds of ways by people and that thought alone can be frightening. So why do companies continue to blast out social media campaigns and promotions every day? Well, the answer is rather simple – because they have to.
The competition online is so fierce nowadays that not being active on social media is a risk in itself and this is what ‘forces’ companies to act. However, the likelihood of people posting negative comments or ridiculing brands also poses a risk that needs to be handled in the right way. The ability to avoid a social media meltdown and create a positive from a negative situation is a huge skill to possess.
Social media gives companies direct, unmediated access to prospects and customers. It encourages dialogue and allows businesses to demonstrate how responsive they can be. But it’s not perfect. The main reasons things go wrong can range from having a substandard product, a service disruption, a mishandled customer. Then social media can open up businesses to a world of criticism. And sometimes, the criticism isn’t even based on facts – just a consumer with a grudge (and, now, a voice).
So, what do you do about negative comments in social forums? Whether it’s responding to a tweet or posting an advertising campaign, it’s crucial to consider how it will be viewed from all types of audiences.
Just in case you do ever have some negative feedback in the comments box, we have provided the following Do’s and Don’ts list on how to handle it:
And if you’re interested in reading more about some social media fails, take a look at the list from inc.com and learn how not to do it!