How to respond to negative word of mouth in social media (Twitter / Facebook / review websites etc)
Negative word of mouth happens to every company at some point. Clever brands expect it to happen and have a plan that helps them convert angry critics into happy fans.
Word of mouse is replacing word of mouth.
You have 2 choices: respond or ignore. But be warned... if you chose to ignore, you leave your consumers hanging for answers, which is NOT wise in a medium where other people can respond negatively whilst remaining anonymous. We recommend you respond and follow the tips below.
Pre-empt the negative.
Build credibility before you need it.
Bring the discussion inside the tent.
You want your critics to comment where your fans are - so you fans can help you deal with it.
Allow your fans to respond and add their own comment.
Act fast BUT rationally.
Offer a considered response, not a knee jerk reaction.
A quick response (even
if it's just to say, "I'm sorry, I hear about______ . Thank you for letting us know. Let me get back to you ASAP.")
helps soothe the original critic and also helps avoid an outbreak of
more negative sentiment from others.
Be human.
"Hi there _____, my name is ______ I work for ______. My personal opinion is _______." Be personable, identify yourself, offer opinion and give them a way to follow-up with you. This instantly builds credibility.
Be
understanding in your response.
Even if you have a standard “company
line” or a guarantee such as a free replacement product etc, make sure
you take the specific circumstances into consideration and respond
accordingly.
Thank the person for taking the time to let you know about the problem.
Don't try to win. Respond and give your side for the record.
Remember that you're not just writing for the original critic, but for
everyone else who reads it later. You want people to see that you tried
to make things right. Even if you can't fix the problem, it's important
to show that you're listening and that you care about keeping customers
happy.
