How Brands Should Respond to Negative Online Reviews
The Internet is a free-for-all space for consumer commentaries and reviews—and some of these comments, inevitably, can be negative. As a business owner, however, it’s sometimes difficult to know how to respond to these comments, and when to just let them go.
If you do not know how to go about jumping into the fray of social media commenting, here are five tips to help you respond in a way that reflects favorably on you and your business:
Reading a negative comment about your business, your employees, or your products or services can make you want to justify yourself and claim that the commenter is just plain wrong, misinformed or simply off-the-mark. While these are natural reactions, they won’t help your brand or your social media presence.
Never take a comment personally and write something emotional or accusatory in return. Instead, pay attention to what’s been said, and then respond in a balanced, appropriate and professional manner which is the best way to successfully navigate the treacherous path of social media commentary.
Social media is a public space, and revealing too much in your response isn’t going to help your business or your customers. Try a simple “We’re sorry you’ve had this experience. Please call our customer service line if you’d like to talk about the specifics of your situation.” In some cases, revealing too much can have serious consequences, particularly with personal or medical information. Keeping it brief will help avoid problems down the line, and it will also encourage the customer to contact you directly to resolve the problem.
Keep a record of comments as you respond to them, and make a note of any suggestions, tips, questions or problems people mentioned. After all, your customers might be giving you some valuable information that you’d normally have to dig to receive. It’s often difficult to view negative reviews as anything other than personal attacks. Start looking at every negative review as an opportunity to improve your company. Criticism can be used constructively.
Probably the most important reason to respond to comments—both negative and positive—is that everyone else is reading them. Responding to negative comments is a chance for you to demonstrate how caring, thoughtful and engaging your business is, and how it solves potential problems. If you show that your business listens to and responds to feedback in an appropriate manner, you’re creating a sense of trust that will go far beyond the particular commenter you’re dealing with at any given moment.
To really get the most out of social media, you might consider hiring a PR pro to stay on top of interacting with the public. If you want to go this route, make sure to set a clear, consistent policy about commenting and responding to comments, so your social media person is on the same page as you.
Having someone to manage your social media presence is perhaps one of the best ways to keep negative comments from ruining your day. Just make sure to check in now and then to see what comments are being made and what helpful information they’re revealing. Having some naysayers in the mix adds validity to all those glowing five-star reviews. Don’t be afraid of negative reviews. It’s time to get involved and speak up.
Culled from americanexpress.com
