Whenever you give someone a voice, they’ll use it
Social marketing has positives and negatives, the positives help build your brand, provide better customer service, understand your customer better, and increase sales. The negatives? You cannot control what people will say about your company, product or service.
Effective social reputation management isn’t about deleting posts on your company’s facebook page that don’t support your brand image. Unfollowing someone on Twitter who had a bad experience, or pretending negative posts and tweets about your brand don’t exist. It is about acknowledging the negative posts and communicating a positive outcome.
Now a positive outcome isn’t always about solving the customer’s issue (that’s the best outcome of course). There are significant benefits to acknowledging and working one on one with your customer who had a negative experience:
- You are able to work with and deal with the issue the person had who provided the negative feedback
- If you are able to communicate to the person with the issue that you are concerned about their experience and are doing everything you can to resolve their issue – 4 times out of 5 the person will have a positive experience with your company, even if you are not able to resolve their specific issue
- The other people in your social networks will see that you listen to and look to resolve problems
- This can build more value and faith in your brand since everyone in your network can see you take all feedback seriously and honestly care about your customers, their experiences, and their satisfaction
In essence, managing negative feedback is about communicating your desire to resolve the issue the person with the problem had AND, since social marketing is a public forum, you also end up communicating to all your followers your commitment to customer satisfaction.