- Starting the Conversation
- Becoming Part of the Community
- Responding to Comments
- Monitoring Other Conversations
Responding to Comments
One thing that’s different about social media is that your customers talk back to youin public. It’s not just you talking to them; they get to tell you, and everybody else, what they like and dislike about what you’re doing.
It’s always fun to have customers heap praises on your efforts, and you’ll get a lot of this. But what do you do when you run into a disgruntled customer who’s disparaging your company reputation? There are right and wrong ways to deal with what will become a somewhat common situation.
Sometimes the better part of valor is to walk away from a potential flame war. Rather than engaging hostile commenters, it might be better to let the comments stand without response. That's not to say you should pretend the comments don't exist; even highly negative comments can prove useful for designing new products or formulating marketing campaigns. After all, if you know what people don't like, that can help guide you producing something they do.
If you do decide to respond to this type of negative social conversation, keep a few things in mind. First, speed is of the essence. There's no point responding to comments made a month or two ago; you need to jump in while the conversation is fresh. This shows that you take the conversation seriously enough to respond quickly.
You also need to respond positively, even to the most negative comments. Don't be defensive, and certainly don't be offensive; don't resort to name-calling or other insults. You need to be the adult in what might otherwise be a childish situation. Be professional, be calm, be cool, be collected. Don't let yourself get angry.
But don't be so calm, cool, and collected that you come off as being a PR flack. Yes, you probably should toe the company line, but you also have to genuinely respond to comments on a personal basis. Admit to mistakes, if there are any. Offer help or advice if any is to be given. Be sympathetic. Apologize. (You'd be surprised how far a genuine "I'm sorry for your problems" will go.)
Of course, if you're responding to more positive or general comments, your job is a little easier. Again, respond in a personal manner; be friendly without losing sight of your corporate responsibilities. Most people will appreciate your getting involved, sometimes to the point of overwhelming you with additional comments or questions. Try to take it all in stride and be gracious with your input and comments.
There's a certain amount of acceptance involved in all this. You simply can't control what people say about you, no matter how much you (or upper management) might like to. You're always going to have some people saying bad things about your company, your products, and even your people. (Especially your people, trust me on this one; dissatisfied customers will be convinced that you and your co-workers are ignorant, money-grubbing, corporate-serving cretins.) You can't take it personally. You have to accept that negative comments exist and learn to live with it. A thick skin is a must, but it also helps to develop an understanding of how people use the Internet to amplify their petty (and more-than-petty) complaints. Remember, as a company you are a lot bigger than any single complaint or complainer.
Finally, you should log all the comments and all your responses for immediate action and future reference. For example, if you're getting a lot of comments about a particular product feature not working, you may have an actual problem on your hands that you need to address. If a lot of people are confused about a particular process, then you may need to rethink that processor at least your instructions for it. The social conversations you discover provide valuable feedback and information that you should put to use in your day-to-day operations.