Whilst social media has plenty of benefits for brands and businesses online there are some challenges that come with it, including negative customer interactions. Read on to find out how you can use social media to turn a negative experience into a positive one.
In the real-time online world where your customers engage with your brand in store, online and on social media, it's not good enough to simply brush negative comments under the rug. Or worse still, kid yourself that "all publicity is good publicity". How many times have you heard that?
Before social media became the norm, if a customer had a complaint about your business the worse they could do is let their friends know or write a letter to the business. But nowadays the possibilities are endless - they could tweet / Facebook / blog about it, or choose from a multitude of different ways to leave you a bad review. The scope for their comments to reach a huge audience has grown far beyond telling a few mates, and that's scary.
But there are ways businesses can use these negative interactions to their advantage, by responding in the appropriate way to turn it into a positive experience.
According to a study by Ambassador, 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. Here we discuss how.
1. Respond to the customer
It's important to respond promptly and politely to all negative customer feedback about your business, whether it's on Twitter, Facebook or review sites such as Yelp or Trust Pilot.
With social networks and review sites being public, it's crucial you handle the problem quickly. This sends a message (not only to the customer who gave the feedback, but to other potential customers reading their comments) that your business cares about them and their feedback.
2. Respond publicly
If a particular complaint has gone public and received widespread attention, it can be a good idea to respond publicly to the issue. Consider a post on your company's Facebook page, a blog post or a press release.
Don't be tempted to think that by apologising publicly you will draw more attention to the complaint - remember this is an opportunity to show your business in a positive light.
3. Use listening tools
Whether you’re posting a private or a public response, as we’ve already discussed it’s important you do so as soon as possible.
Timing is paramount if you’re to turn a negative customer interaction into a positive one, so proactively monitoring mentions of your brand will allow you to react as quickly as possible.
Try setting up Google alerts for your business name, or a Twitter brand name search can be useful too. There are also a whole host of listening tools available out there, too, which might be of use to you. We’ll talk about those and their benefits in another post.
If you’re struggling with any element of your businesses social media management, indicoll can help. From affordable and effective hands-off packages (allowing you to get on with the really important stuff – running your business!) to full social media marketing campaign planning, and ensuring your activity works in synergy with the rest of your marketing strategy.
Email firstname.lastname@example.org or call 01482 871178 today for more information.