This might seem a strange question. Surely no-one would use social media in any way but a positive one when promoting their business and its products or services? Perhaps the word ‘inadvertently’ should have been added to the title.
However, some companies don’t seem to be fully committed to their social media actions or are not using them in the most productive way.
So, here are three key thoughts about this to help you avoid being accidentally anti-social…
Using social media as a one-way street
Many companies fall into this trap. They may post on a regular basis but are not interested in having a conversation. This means that, when actual or potential customers respond with a posting of their own, it is simply ignored. This can be true whether the response is a positive comment, a negative one, or simply a question.
The company does not respond and simply completes its next post, so the sequence of unresponsiveness grows. This leads to annoyed, frustrated respondents who are less likely to look favourably on any future posts.
Responding to a compliment without showing any manners
This is another possibility. Assume that a compliment has been posted. In real life, we would respond with a thank you. Online, businesses make the mistake of simply creating another post trying to sell the product or service to others or to add another selling line. A mannered response – perhaps subtly adding another benefit to any plus point mentioned – can move the conversation on smoothly.
Responding to a negative comment by starting a fight!
This is not unknown – simply answering a complaint by the in-person equivalent of shouting the individual down. But, more reasonably, it’s easy to annoy a customer even by gently disagreeing. How about starting with an apology? This would not be an admission of fault (or guilt). It can be phrased to suggest a level of rapport with the poster’s feelings.
Example: ‘I’m sorry that you’ve had this negative reaction. We’d like to help sort this. Have you tried…’ Other options include: ‘We’re sorry you’re frustrated by…’ and ‘We’re sorry you’ve had to spend time…’. The key is to apologise, not for anything going wrong, or a fault, but for their annoyance or time spent. Then, an attempt to sort it out seems reasonable.
Keen to discuss your social media activities?
If you’d like to discuss how to gain a positive response from your social media, please contact our Mark 2 Creative team for an obligation-free conversation.