How To Deal With Negative Word-Of-Mouth on Social Media

Last month, I read a great article on negative word-of-mouth on eMarketer. According to Jeffrey Grau, eMarketer senior analyst, “Social media amplifies the voice of disgruntled customers and makes it easy for others to jump on the bandwagon if they can relate to the pain. The potential for negative to buzz to escalate into mass criticism puts pressure on companies to react quickly.” But exactly how should you react?

This topic takes me back to a great post I read last year by Alexandra Samuel. Here’s what she recommends:

1. Thank the blogger for his feedback. Don’t just say “thank you” – offer a little concrete acknowledgement of the input. That applies even if you’re super annoyed. And yes, you can use boilerplate text here, if it’s thoughtful.

2. Apologize, if you feel you can do that with integrity. You don’t need to say “we’re sorry we did X” – you can apologize for the impact it had, even if that impact is subjective.

3. Clarify your intent. What were you trying to accomplish as a company, brand or campaign? Help the blogger see things from your perspective by telling them what led to the situation, experience or content they complained about.

4. Be transparent and share your information. Since the blogger already reached out to you, make sure you’re including him on the process – share what you’re doing, ask him for feedback and make him feel involved in your business.

5. Be on your guest behaviour. No matter how annoying the blogger is, you have to remember that when you’re leaving a comment, you’re playing on their playing field. The “be polite to your host” etiquette still prevails.

6. Convey concrete next steps. The more specific you can be about how this issue is being addressed – either as a result of the comment, or due to preexisting plans – the better. Tell the blogger the specific steps you’ll take to escalate the issue and ensure their feedback is considered – and how and when you’ll be conveying the result.

7. The sig line matters.Whoever is responding to social media comments in your organization, make sure their title conveys that they are either senior or directly responsible for the issue or product in question.

8. Follow up with personal contact. Write a post on their website and reach out my email or phone.This is a great way to win the appreciation of your critic and turn them into an ally.

Recommended reading:
How To Avoid Social Media Pitfalls, Ninja-Style!
Ninja Tips: The Best of Social Media Metrics & SEO from the F5 Expo
Ninja Interview! Social Media And Women