Responding to Negative Posts on Social Media

Today’s technology makes it easy to engage with customers when things are going great. But what about when things are not going so well? How you engage with your audiences during difficult situations can be crucial to your organization’s survival.

If a problem arises, it’s important to respond quickly, address the concerns with empathy, and offer a solution. Allowing your clients to know that they can openly communicate with a specific person in your organization, instead of simply receiving an automated response, is key.

Social media has increased the need for public-relations professionals to also handle customer service, and do it properly. How you handle complaints can make or break your reputation and relationships within the community.

If a negative comment appears on your organization’s Facebook or Twitter page that you do not want to respond to, just deleting it is not the way to go. Your followers will notice this action and think that you are hiding something.

You can take the conversation offline, however, showing the customer that his or her feedback is important, but also preventing further complaints from being viewed publically, and enticing additional public discussion. If you can resolve the individual’s original concern, he or she may even re-enter the social-media space with a positive comment about your response.

The bottom line is to treat conversations on social media much like you would when talking to customers in person. Read what they have to say, think before answering, and then respond in a timely manner. Most of the time, that will do the trick.

Are you being heard?

Lyndsay Hollis is a public-relations consultant at Strategic Communications, LLC, which says it provides “trusted counsel” for public relations, crisis communications, government relations, and business strategy. Contact Hollis at lhollis@stratcomllc.com