One of the aspects I train businesses on is how to handle a negative review, post – or any online crisis management.

Social Media has allows us ALL to have a voice.

One of the key elements that makes Social Media so powerful is the opportunity for collaboration and two-way communication.

And, I’m sure you gladly welcome any positive feedback, because it helps you extend word-of-mouth awareness about your brand.

However, sometimes we receive negative feedback, or “constructive criticism”. And, we CRINGE when we see these posts.

But, have you ever thought about the VALUE that feedback brings?

• News of bad customer service reaches more than 2x as many ears as a positive experience
• For every customer who bothers to complain, 26 other customers remain silent
• People are more likely to reach out and complain on Social Media then they are to pick up the phone & call customer service
• 80% of businesses believe they deliver superior customer service. Only 8% of customers actually believe they deliver superior customer service.

Most importantly,

“Resolve a complaint in the customer’s favor, and they will do business with you again 70% of the time”

Negative feedback can help you transform your business – if you’re willing to listen.

There are various kinds of people who post negative reviews, and they aren’t always being constructive.

The kinds of people who post negative reviews:

1. Outright “trolls”: A social media troll is defined as “a person who sows discord on the Internet by starting arguments or upsetting people or by posting inflammatory, extraneous or off-topic messages in an online community with the deliberate intent of provoking readers into an emotional response or otherwise disrupting normal on-topic discussion” (Wikipedia)
2. People who are having a bad day: It has nothing to do with you. It has everything to do with what they are doing through in their own life.
3. People who are never happy. Doesn’t matter what you do, they will never be happy.
4. People providing genuine constructive feedback. They hope by providing their review, you will make changes to your product/service and it will also caution or warn other people that you haven’t delivered upon your promise.

We all know – “Haters gonna hate”.

The way you respond speaks VOLUMES about who you are and the kind of business you run.

Here are 5 top tips on how to handle negative posts:

1. Never delete a negative post unless it’s spam. People want you to be authentic and transparent. Let prospective clients decide if the negative review is valid or not. Your response to the post is FAR more persuasive at converting business than deleting it.

2. Depending on the level of severity, reply to the comment to let them know you’re listening to their feedback. You may or may not take their advice but you’re acknowledging that they’ve given you feedback. Sometimes people just want to be “heard”. You could say something such as:

“Thank you for your comment and feedback (insert their name here). I’m sorry you felt disappointed in our service. We strive every day to exceed expectations and we would love to do what we can to make you happy. Please contact us at (555) 5555-5555 and we would be happy to discuss this issue with you further”

• Ideally, be as specific with them as possible and use the language they have used in the post to build rapport with them.
• Providing them with an offline way to communicate with you will allow you to take the argument away from the internet and you can deal with this in a private matter.
• You’ve acknowledged their dissatisfaction, you’ve offered your apologies and you’ve provided a solution. Often times this is all that is needed.
• Be sure you provide feedback for EACH and EVERY comment – positive AND negative.
• Have an ongoing template of approved customer service responses, so your team can handle this properly.

3. Reply in a timely fashion. Make sure you respond as soon as you possibly can. Ideally within a 48 hour window. Remember: other people are checking out these online reviews and your silence says that you’re not listening, or that you don’t care.

4. Ensure that you have a plan of action for posts that require a Senior Manager’s attention. Not every online post can simply be handled with an apology. Particularly if the post has the potential of turning into a HUGE public relations nightmare for the company.

5. Trolls: Don’t feed the Trolls. Their goal is to bait you into an argument. You can usually spot a troll because they either post comments that have very little to do with the article or your business. If it’s obvious spam, delete the posts. If it’s a complaint, see point #1.

Remember, other people are looking at these reviews to assess whether or not they want to do business with you.

Now it’s YOUR turn: How does your business deal with negative online reviews? Do you respond? Do you delete? Do you ignore?

P.S. If you require assistance with developing your Social Media Crisis Plan or writing and developing your LinkedIn profile, let me know at leslie@punchmedia.ca or 647-272-5588

Leslie Hughes is a LinkedIn Optimization Specialist, Professor of Social Media, Corporate Social Media Trainer and Principal of PUNCH!media

Leslie was called a “Social Media Guru” by CBC Radio and has been working in digital marketing since 1997 and founded PUNCH!media in 2009. PUNCH!media clients include The Children’s Wish Foundation of Canada, Guardian Life Insurance Company of America and TVO.

PUNCH!media’s goal is to empower through education and help executives gain confidence in their online presence so you convert higher-paying clients.

www.punchmedia.ca
leslie@punchmedia.ca
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