One of the first questions we’re often asked by new clients is, “What happens if someone complains or says something bad about us on Facebook?” It’s a valid concern. Not only is it human nature to want to be liked, but as marketers and PR professionals, it’s our job to maintain a positive public image of the brands we manage. We can’t help but think that negative opinions are toxic, spread to other customers like a virus and taint our image in the marketplace. In an attempt to maintain control, we think these comments should be eliminated, or if not eliminated, hidden. Downplayed. Kept quiet, made to go away, swept under the rug. Hence, the knee-jerk reaction when it comes to building a presence on social media to actively delete negative comments, or not allow comments at all. The problem is, if you’re not going to let people talk to you, then why are you on social media? One-way communication isn’t very social.
Several of us at Kuno have PR experience and have been down this road many times with brands we’ve managed. It’s come up again recently and we want to help brands struggling with this to understand how to handle complaints. Here are several recommendations:
How have you handled criticism or negativity in social spaces?
Kuno faced a situation last week where a Facebook fan complained that our sponsored content was appearing too frequently in her Facebook News Feed. Dan responded to the complaint, researched the issue and wrote a blog post sharing what we learned. I’d like to hear from other community managers. Have you had to resolve an issue on social media, and how did you approach it? Comment below!
photo credit: the|G|™