Why your response to negative social media posts is killing your brand

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By Cathy-Anne O’Brien Too often I see companies responding to a negative comment on social media and it’s overkill. Their reaction actually brings more attention to the issue and broadcasts it to more people who otherwise wouldn’t know about it.

How do you address comments on social media but avoid adding fuel to the fire? Here are five questions to ask yourself before reacting:

1)   How damaging is the comment? Does it touch on a widespread problem or is it an isolated issue? A public apology on social media that says ‘we are sorry, we value you as a customer and we will make this right’, is the best response.

2)   Do you have a good defense? It doesn’t matter. Don’t get defensive. If you want to explain, briefly, why something unfortunate occurred, private message the person and always start with an apology.

3)   Do you understand the issue someone is complaining about? Again, acknowledge the negative post publicly and then saying you will get in touch directly to better understand the issue.

4)   How many negative posts have there been on this issue? If there are a number of criticisms, perhaps more than 10, then a public post may be necessary. In this message you offer an apology and a solution.

5)   Is it specific to a product or a geographic area? Factual information should be clearly communicated in your social media communications to help control the rumor mill. A comment like, “Our apologies to our customers located in X who bought product X…” helps clarify.

Whatever the course of action you take, do it quickly. Address negative posts immediately otherwise they can take on a life of their own.  Social media has the power to build or damage brands at breakneck speed.

 

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