Social media usage has given both businesses and consumers a voice to express their thoughts. The platform’s connected nature also informs their decision-making. Other consumers look for thoughts from fellow consumers, then they respond and build on them. These actions taken have a huge impact on the brand’s perception. 

This is where successful communication of the brand becomes important. On social media, companies and organizations should see this as a chance for brand promotion. But they must also be aware of the threats to their reputation brought by consumers’ comments.

How do you interact with the comments, questions, and complaints of your customers? The same you would do in person. Be an active participant in the discussions by being interested in what they’re saying. And comment appropriately. Always stay respectful and polite no matter their emotions. Most importantly, your response must add value. Another way to reclaim your reputation is through a new marketing campaign. 

When to Counter on the Social Media

Here are some situations where you should talk on social media.

When the Feedback is Positive

Every brand dreams of getting nothing but positive reviews on their products and services. But it doesn’t mean there’s nothing you should do about it. Do everything to maximize the reviews. Try your best to increase the volume of conversation. 

You also need to guarantee that these positive comments remain. Always look out for new methods to execute your brand promise. 

When Consumers Have Neutral Reviews

Why settle for boring or neutral reviews? Getting only this kind of feedback means your product or service will easily be forgotten. Soon, no one’s going to talk about it. Remember the saying, safe is risky! In fact, it’s better to get a mix of good and bad reviews than neutral ones. 

When the Comments are Negative

Broken brand promises are manifested in negative feedback. When someone says vicious things about the product or service they got, it means you underperformed. While this can affect your reputation, it also provides a chance to correct what needs to be corrected. Try to see your customers as business stakeholders. They made a deal with you but their expectations were not met. By giving a negative review, they are trying to help you make things right. If the comment is comprehensive, you’ll know which aspect you need to improve. 

You should have a customer service department to deal with these negative comments on social media. They can also work with the business strategy department to determine other underlying problems. 

The main tip is to only respond on social media if the complaint is done on social media as well. It will show other potential consumers that your company listens and prioritizes their needs. But you can still arrange a phone call or email for them. 

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If their criticism includes false information, correct them in the nicest way possible.

Responding to Social Media Attacks

Here’s a step-by-step guide to reclaiming your brand after an online threat.

Be Prepared

Even before an online attack occurs, you must already be prepared for a plan. Regardless of how much positive feedback you receive, you will never be immune from criticism. The key to responding is to do it quickly before the word of mouth spreads. This means having a strategy beforehand, like using a blog and being honest with your services. 

Ask yourself what kind of bad comments you can get from customers and how you will respond. So when someone says a similar thing in real life, you’ll know how to act immediately. It will show the customer and other readers that you are concerned about your buyers. 

Responding to False Information

But what should you say if the brand attack is not factual? You should have clear proof that they are misinformed. But don’t be rude or condescending when answering. In a friendly tone, ask them to get rid of their comment and show why they are stating misinformation. 

Responding to Valid Complaints

If you’re getting negative but valid complaints, Keep your online comment concise. Simply express your side of the story and ask how you can deal with being better sometime later. Then, everything else must happen online. Apologize when needed. 

Prioritize the Consumer

When responding to whatever kind of reviews, make sure your consumer holds the upper hand. There are more consumers than the whole business entity. They are also more trusted by outsiders. Approach them and let them decide which channel will be used for communication.

If they are talking about you on Reddit, make sure you’re also on Reddit to respond. Don’t just issue a statement on Facebook or other platforms. Ignoring where your consumers are may lead to customer loss. It can also result in inadequate willingness to engage. 

Be honest, transparent, and respectful. Hold yourself accountable for any shortcoming. 

Common Social Media Challenges for Brands

Here are some unfortunate realities you’ll have to deal with on social media as a brand.

No One Interacts with Your Posts

Not getting the traction you desire is normal especially if you’re not yet done building a community. The initial step to getting engagement is doing market research. You also want to interact on mediums where your consumers will likely be.

Your Social Media is Used for Complaints Only

Some businesses’ social media do not post anything about their offers. No positive reviews can also be found. Instead, it has become a home for unsatisfied customers to leave their bad reviews. Do something that will make customers search for your brand for a positive reason. 

Social Media Needs to be Monitored

Social media for personal use can be a breeze, but it’s difficult for businesses. Some platforms are hard to measure so you can’t identify whether your campaign is a success or not. Start focusing on the measurable aspects, such as likes and comments. You can also read case studies that will help you convert your investment into revenue. 

© Image credits to Stacey Gabrielle Koenitz Rozells

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