How to deal with negative comments on social media – WAU
Knowing how to properly handle negative comments from users on social media should be a priority for those working with these communication channels. It is the perfect time to turn consumer dissatisfaction into a positive experience and thus strengthen your brand’s digital presence.
For those who work with Digital Marketing, among the many fundamental strategies to highlight your company are social networks.
After all, these platforms are increasingly popular and, if you seek to strengthen the relationship between brand and consumer, this is undoubtedly a very efficient tactic.
Like any marketing plan, however, it is necessary to deal with the adversities that end up with the use of these channels.
That is, in addition to allowing you to communicate with your consumers, social networks are also a platform for users to express themselvesoften through negative comments.
The approach chosen to deal with customer dissatisfaction makes a total difference: it can strengthen your brand among users or, in the worst case scenario, permanently sink your company’s reputation.
Want to know how to respond to negative comments on social media in the best possible way? Then continue reading this article!
Understand the relevance of social networks in the relationship with consumers
The Social Media Trends 2019 study shows, for example, that 96.2% of London Internet users are present on social networks. Therefore, companies need to establish themselves in these channels and, therefore, use them to their advantage. No wonder, 62.6% of brands consider these platforms fundamental to their strategies.
Despite being an excellent marketing strategy, social networks increasingly need to be seen as a customer relationship tactic.
The numbers prove this trend: not responding correctly to consumers on these channels can generate a 15% increase in the churn, according to data from Gartner.
In other words, social networks cannot serve only to promote the company with content marketing materials, for example. They should also be used as a channel to get closer to those who already consume your brand and, especially, those who can become your consumers.
Part of that work goes directly to how you deal with consumer dissatisfaction on these channels. After all, social networks open a voice channel for those who did not have so much strength in the past. Know how to respond appropriately to negative comments, for example, can be a competitive advantage on these platforms.
An efficient response to a dissatisfied consumer – that is, one that actually solves his problem – can offer much more than strengthening your company’s image.
For those who know how to take advantage of adverse situations, it is the time to, for example, collect data and metrics on the products or services offered.
See 10 tips for dealing with negative comments on social media
The care when dealing with negative comments on social networks is very important, especially to not worsen the relationship with an already dissatisfied customer and, furthermore, weaken your brand image to other users.
Therefore, we have listed 10 tips to correctly approach the user in these situations. Check out!
1. Thank for any kind of interaction
From the moment the customer takes any time out of their daily lives to comment on your page, you should already be satisfied.
Therefore, always thank the user who interact on any of your pages on social networks. A criticism, praise, suggestion or any other type of comment should be a reason to be grateful.
2. Apologize if it’s the company’s fault
Not all negative comments on a page are necessarily the company’s fault. However, whenever the responsibility lies with your business, be sure to apologize to the consumer who is dissatisfied with a product or service.
Recognizing your share of guilt is the first step in bringing the customer closer to your brand.
3. Don’t argue through comments
Since comments are public, the ideal is to always try to take the conversation to the most reserved channels, like the social media chat itself.
Thus, in addition to preventing more people from checking the progress of the case, the client is satisfied because he had a differentiated service after a bad experience.
4. Never hide customer dissatisfaction
A very common mistake is to delete negative comments. In addition to ignoring a customer issue, you are not being honest with other customers.
In addition, he can go back on the page and start repeating criticisms to get attention. Like this, a simple criticism turns into total rejection to your business, which is much more damaging.
5. See through the eyes of the customer
Another important exercise for those who need to deal with negative comments is always trying to put yourself in the customer’s shoes, which is not so difficult, since we are all consumers at some point.
This way, it is easier to see the source of the problem and, consequently, offer the most satisfactory solution.
6. Offer complete solutions
When contacting the consumer – whether responding privately or even in comments – it is essential that you do your best to solve the problem, especially when it’s your company’s fault. So, don’t try to fool your customers and ensure a positive experience to end dissatisfaction.
7. Don’t feed those who just want to get in the way
Social networks are not spaces occupied only by consumers, there are so-called “trolls” and “haters”, those users who just want to disturb or denigrate a brand’s image without reason.
When identifying someone with this profile, respond with the usual education and do not give voice to those who just want to draw attention.
8. Always monitor your pages
Monitoring is an essential strategy within Digital Marketing and when it comes to comments on social media, it is no different. So always stay tuned to what users are saying on your pages, regularly monitoring reactions and engagements. After all, you can’t respond when you don’t know what’s going on.
9. Avoid discussing with the client as much as possible
Is the customer always right? However, it is not always necessary to be very careful when passing this information on to the consumer.
So even if the user makes a more aggressive comment, it is the company’s role to explain the situation as well as possible, especially when the blame for dissatisfaction is not the brand.
10. Don’t focus on promises, but deliveries
Nothing is more efficient to worsen the relationship with a consumer who left a negative comment than to promise something and not deliver.
So don’t focus on making promises to the customer and focus your energies and strategies on solving the customer’s problem, delivering much more than he expects.
Turn negative comments into improvements
In addition to following the tips we have listed above with good practices for relating to consumers on social networks, large companies in the market are able to transform negative comments into improvements in their products or services. Knowing how to use criticism in favor of your business is an excellent competitive differential.
For a long time, consumers needed to call a call center or submit their complaint on the company’s website.
Today, however, the customer has direct contact with the brands and is able to expose the problem that is going on to other users. Although it looked bad at first, that voice can help your business.
When you identify a complaint on your pages, it represents an isolated problem. When you notice the same dissatisfaction a second time, you notice a pattern, and with three or more users complaining about the same thing, you have a problem. This is when you can turn dissatisfaction into improvement.
After all, an excellent way to improve your product or service is to receive sincere feedback about the experiences they have had with your brand.
Negative comments pass just that: a moment of frustration in which the customer needs to vent after a bad experience with a company.
So always monitor comments – especially negative ones – on your company’s social media pages. There you will find countless examples of improvements to be made in your business and, thus, will be able to constantly improve what you offer to consumers, being able to stand out in the market.
Therefore, social networks are essential for your strategic planning to work properly, not only for the promotion of your brand, but also to strengthen the relationship with the consumer.
Knowing how to transform customer dissatisfaction into loyalty is a real differentiator, taking into account the great competition that exists in the market.
Negative comments, however, are part of the package when investing in your company’s presence on social networks. In this article, we show how to deal with this dissatisfaction in the best possible way, but how about going deeper into the subject? Then check out our article on crisis in social networks and learn how to prevent, manage and resolve!