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In the social media sphere, not only do your shipping customers have very strong opinions, but they will also expect to be able to use their clout, however they see fit, if their product or shipment is in any way delayed, or compromised.
So what do you do when those voices turn negative, and that negativity is veered towards your company?
Do you delete the comments and move on, or do you allow the negativity to stay visible to all on your web page; blog or Facebook page? And if you allow it to take place, when do the negative comments become too hard to bear?
It is very clear that when you find yourself faced with negative criticism, it is a hard thing to swallow.
Your best strategy is always to address the situation, and attempt to turn those unhappy customers back into loyal, although perhaps slightly disgruntled ones.
In order to do this carefully but quickly, you’ll want to have a strategy and plan of action in place.
Here are a few ideas you might want to consider in order to turn those negative comments around, and regain control of the situation:
Facing up to it: Don’t delete.
When you find yourself faced with negative criticism, it’s safe to say that something has happened to upset your customers, and they’re simply using their social media access to express themselves to you. The first step in getting yourself out of this difficult situation is to allow them the right to do so.
This notion is sometimes hard for some companies to reason with, so before you hit delete on those comments, consider carefully:
It’s in your favour to have those discontented customers voice their opinions on your social media platforms where your crack team can easily monitor and keep tabs on it. The alternative is to have them post elsewhere where you have absolute zero control over the content. If you take off their comments; expect this to occur.
The simple act of deleting your customer’s negative comment tells them quite clearly you don’t care, and this will only irritate them still further, compounding the earlier problem. If you don’t like the comment they leave on your wall, you definitely won’t like the serious critiques and painful blog posts that will be written about your company after you delete the original comments!
The only time deletion might be the correct action to take, is if, and when, the comment is so lurid that it may seriously offend others. Let’s face it, we all lose our temper sometimes, and in these days of instant messaging, those comments can go far and wide very quickly.
This type of verbal abuse goes against proper etiquette and numerous social media policies, so is recommended that it be removed. However, a good practice might be at this point to send the offending individual a private message telling them that their comment has been deleted, why, and that you encourage them to voice their opinions, but in a sociably acceptable and non abusive manner.
Responding to the angry customer
Customers appreciate effort, being noticed, heard and understood. Show your angry customers just how much you notice and care about them by taking the time to respond to those negative comments, and as soon as possible.
It might be difficult. These people have just said vituperative things about your company, and you may be feeling less than enthusiastic responding to them in a positive way. But, it’s important that you remember that doing so is in the better interest of your company. So take a deep breath, count to ten and respond positively to their negative comments.
A couple of rules to follow:
- Write a unique and custom response to each comment
- Be positive and understanding
- If necessary, ask for a way to get in contact with them directly so that you may continue to resolve the problem or try to address anything systemic.
Say you’re sorry – and show you mean it
Whether it was intentional or not, something has happened to upset your customers. Show them that they’re still your first priority by taking the time to sincerely apologize. Show them humility and they will remember that you are only human, and human being’s make mistakes. As long as you are sincerely sorry for your mistake, you will be forgiven.
React in real time
Social media happens in real time, so that’s as fast as you need to respond. There’s no time to go through the layers of management, your HR department or others to produces the perfect response to be posted the next day. By that time, the problem will have escalated and it will be too late. Show your customers that you care and that you’re on top of the situation by responding to their attacks very quickly.
Let your community stand up for you
When you have a strong community, someone, depending on the circumstance and the crisis, will come to your defence. Let them!
Whether it be on your blog, your Facebook page, Twitter or elsewhere, allow that strong, loyal team of people the chance to come to your defence, and help you resolve the situation.
Although negative criticism can be hard to accept, it’s in your best interest to take it seriously, and see it as an opportunity to reconnect with your audience. By taking the time to respond and apologise, you’re showing your customers just how much you value them, which can go an extremely long way for your company.
Mark Clark
Director of Navigate Response
