How to manage negative comments on social media?
To manage negative comments is, therefore, a job in its own right as a community manager. This is an essential task for the reputation of the company. Nowadays, customers are getting more and more used to expressing dissatisfaction on the internet. Social networks are the preferred media for expressing a negative opinion.
To satisfy dissatisfied customers, the challenge is to respond quickly with concrete solutions, while you manage negative comments the most inappropriate ones.
Why is it important to respond to negative comments and opinions?
Social networks do not deceive. Everything is public and searchable. Negative reviews can quickly damage your online reputation.
84% of people trust online reviews as much as a personal recommendation. (Net Offensive, 2019)
When bad comments accumulate it can damage your reputation and your brand image. However, it’s not just a question of responding to comments, but of responding correctly. It’s about managing your customer relationship from your social networks.
We must remain as available and responsive as possible. Consumers who leave you negative reviews can be frustrated and annoyed by a lack of responsiveness. Above all, they seek satisfaction. Waiting too long to respond to reviews can expose you to a real bad buzz.
However, it’s complicated to be on social media 24/7. However, there are things you can do to improve your customer satisfaction. On Facebook, it is, for example, possible to program automatic responses (chat-bot) on the messaging system.
How to respond? : Find solutions
If the customer is unhappy, there is a malfunction in your service or product. Except in marginal cases, assume that the client is sincere in his approach. It is therefore important to respond concretely to your request by finding solutions:
- Guide him in solving the problem: indicate the service concerned, or simply tell him the procedure to follow to repair/configure his equipment
- Offer a commercial gesture: a reduction on the next purchase, renew the trial period, reimburse your order, etc.
Do not try to justify yourself or argue, it would be seen as bad faith on your part. First, apologize for the bad customer experience. Then assure the consumer that their opinion has been taken into account and that it will be used to improve the service. Finally, propose a solution or compensation. If structural improvements are being implemented, you can report them to customers.
Manage insults and “trolls”
Unfortunately, some malicious people take advantage of social networks to denigrate a business. They are sometimes competitors or simply malicious consumers (informally called “trolls”). Some customers may also insult you or insult other users.
Moderating these opinions is imperative, but sometimes delicate. You must delete insulting or discriminating comments. You are responsible for your page. It is your responsibility to manage these overflows.
Regarding defamatory speech and denigration, this is an offense punishable by law. So do not hesitate to send them back to your legal department. However, do not delete them, they will serve as proof. On the other hand, you can respond to them without getting caught up in the aggression or the threat. You would also be at fault. Just lay out the facts as you saw them. It also allows potential customers who come to your page to have your point of view and restore their confidence in your activity.
Also, respond to positive comments
It is also important to retain satisfied customers. It also goes through social media. Don’t forget to respond to positive reviews. Express your appreciation and thank them for taking the time to leave a comment or recommendation.
A positive comment is indeed an opportunity to value the customers who support you. You can also reward them for their concern with a reduction, free delivery costs, free coffee, etc. No need to do too much, a little gesture will make them want to come back.