How to handle negative comments online
The customer is always right.. right? Maybe not every time! But with customers able to damage your brand’s reputation in just a few clicks, it is so important to know how best to respond to negative comments online.
What not to do…
Get defensive
It can be hard not to take negative comments personally, especially if you think the person is in the wrong, or the comment is politically motivated – as seen in this Tweet about the National Trust. Posting a defensive response makes it look like you are blaming the customer and can easily escalate things.
Ignore comments
This can be just as bad as arguing back as it can look like you don’t care. It is very important to show you acknowledge feedback and are committed to resolving complaints in an honest way.
Delete comments
Okay, we know this might be tempting as you want to protect your brand’s reputation, but the person may come back to check their post and when they see it has been deleted it will escalate things further.
What to do…
Own it and respond promptly
The best thing to do is be humble, apologise sincerely, and if possible take the conversation offline so you can address the complaint directly. This way potential customers will see you are taking feedback on board and are committed to resolving the complaint, but won’t see any further negative conversation. See how Dominos does it.
See it as an opportunity
Social media has enabled a closer and more direct relationship between your brand and your customers, and this can give you valuable insights. The negative comment may reveal what you need to do to improve your product or service, such as in this example from Starbucks.
Boost your brand’s positive comments
The more positive comments and reviews your brand receives, the less clout the negative ones will have. Make it really easy and convenient for customers to leave a review, such as including a link in your ‘thank you for your custom’ email. And creating more engaging posts on your social media channels can increase positive comments.
Seek help if you need it
Take a moment away if you need to and talk to someone if a negative comment has affected you. You may want to consider using an agency to manage your online community on your behalf.
