The first thing to know is that everyone gets critical reviews, even the best among us. Famous novelist Michael Chabon once admitted that every time a review about his work came out, he let out a deep breath.
So, when you come across a negative review on social media, don’t get nervous. Remind yourself that you’re not alone. This is an age where criticism is public in nature. According to a 2015 survey by the Institute of Customer Services, 25 percent of social media users had posted a complaint through a public channel over a 3-month period early that year.
Image : shutterstock
Social media is rife with abuse and overreactions that can be damaging to your business. Your social media strategy should involve a plan for dealing with such scenarios. Here are a few tips to deal with bad reviews or comments about your product online:
Monitor the scenarios
Reviews have an impact on sales conversions. According to a Zendesk report, 88 percent of those surveyed have been influenced by an online customer service review when deciding to make a purchase. So, the sooner you respond to negative reviews, the better.
As a social media coordinator for your business, make sure you are constantly monitoring how your brand is being perceived across social media platforms. Find all the reviews – the good and the bad. Treat them as a feedback mechanism.
Google Alerts is one tool that tracks mentions of your company on social media and alerts you. Some other tools that manage social media reactions are Social Mention, Reputology and Review Trackers.
Keep calm, respond fast
Bad reviews aren’t always hysterical outbursts that we fear. Sometimes, it comes from a disappointed customer, who may have had certain expectations that were unfulfilled.
Be calm and polite when you respond. Ensure that the complainant knows that you are taking the issue seriously. Do not resort to templated communication. Fast responses are crucial in such situations because silence often implies guilt. Once a personal connection is formed, issues can be worked out quickly.
The customer is always right
When reaching out to a complainant, stick to the old and tested adage that the customer is always right. Avoid giving excuses as that may lead to further arguments and justifications. Instead, be proactive, acknowledge the customer’s bad experience and offer to make it right. By doing this, you turn the situation into one where your business shows empathy and a good response to your customer’s concern.
Resolution
After initially acknowledging the bad review on a public forum, it is prudent to go offline and dig deeper into the problem. Finding a resolution could mean just an apology or an arrangement for the service to be provided again with better standards. Always request for the bad review to be removed after resolution, for it may influence potential customers.
Unfair criticism
Sometimes, the criticism is unjustified and malicious. When negative reviews spread on social media and personal outreach fails, put up a public post describing your efforts to sort the differences out. This portrays your organisation as the party that is reaching out for a solution, which is a positive perception.
Emotional Intelligence is an important prerequisite for social media management. It is an incredible platform with a few pitfalls, most of which can be managed. With a robust strategy, social media can give your business the much-needed exposure and push that will catapult it to success.
