Author: Mauricio Escobar Mármol
TOP SIX TIPS WHEN MANAGING DIFFICULT COMMENTARY ON SOCIAL MEDIA
Reading an article published on The Deal Magazine (notes from Liem Viet Ngo, Lecturer Australian School of Business and Brian Giesen, Strategy Director at Ogilvy) about how to deal with negative social media commentary from consumers, reminded me key fundamental aspects I have been practising for clients when managing difficult commentary, complaints and “trolls” ( people just just love being cynical, sarcastic or just on-going complainers).
Key rules when dealing with difficult commentary:
- NEVER ignore commentary. Become aware and take note of this people.
- Respond within a DAY. No excuse for brands to open Facebook pages or twitter accounts if they cannot respond to complains, questions on the day. Remember than when responding your brand not only get noticed by your fan but also by her social network of friends and followers.
- Do not argue online. Move conversations to private email or even better to phone conversations.
- Find out ALL details of complains. Sometimes I have had people who do not even know what they want OR even worse they are complaining for a service they have had at other competitor’s business.
- Not all complaints are equal and need different treatment. Some can wait, some have to be followed up immediately. Find out how influential the person is and prioritise accordingly. Go to their Twitter, Facebook, flickr, accounts and find more about them in their public profiles.
- Focus on your brand DNA. Do not let social to distract you or confuse your customers. Talk what you are mean to talk. Let the other commentary to other brands.
As Liam quoted in the article, the meaning and value of a brand is co-created, curated and shaped by customers today.
You (as a brand captain) need to help customer’s co-create, curate and shape the perceptions, visions of what the brand is today and it is going to be in the future.
Cheers and have a nice week :)