Social media is an essential tool for any successful business. The constant commentary is both a blessing and a curse.
The Curse – Negative Feedback
Unfortunately, a vast majority of people who have a negative experience with a company are more likely to go out of their way to raise a stink about it versus those who have an adequate or good experience. With most forms of social media, with the exception of Facebook, you do not have the option to delete the negative feedback. Even though Facebook does allow you to erase comments posted to your page’s wall, it is usually not a good idea to do so.
Every single comment needs to be addressed. Social media is social; it is a digital version of word of mouth marketing (WOMM). When the customer sees that you do not acknowledge their comment, they will assume that you do not care about their problem. As other followers and fans see that some comments are going unanswered, this creates the same notion of apathy in their minds as well.
Your Facebook page does not clock out at 5pm. As the social media manager, you must keep a keen eye 24/7 on your pages to maintain message control. Working for the weekend? No, working through the weekend…
The Blessing – The Turnaround
With the proper feedback, you can turn an irate customer into a raving fan. Address their problem quickly, find out what it would take to make them happy and keep them consistently updated on the progress. I have had quite angry customers post negative comments on pages that I managed. I was able to utilize the steps mentioned earlier in this section to correct the situation. Guess what? They told their friends about how great the customer service was. This not only retains the previously upset customer, but also spreads positive impressions. In addition to directly changing how the original poster views the company, other fans and followers will see the quick response and follow-through.
Ain’t that some positive WOMM for ya!