The Importance of Addressing Comments on Your Social Media Networks

One of the best ways to connect with consumers and improve your brand following and loyalty is to interact on social media. Social media is the new word of mouth, and it provides you with a way to address problems quickly – and sometimes even turn a negative review into a positive experience.

Turn a negative review into a positive experience.

The rise of the Internet and social media has put the consumer firmly in charge of his or her own experience. As a result, consumers expect to be able to interact with businesses and brands in a way that they consider “real.” This means that you have to be prepared to address comments from customers, whether they are positive or negative.

Consumers want to know that they are being taken seriously, and that you are willing to address the problem. When you show that you care, and that you want to make things right, you can improve brand loyalty, and encourage new fans. 

• 68% of consumers posting a negative review on social media received a response from the company: Your competitors are probably responding – and you should, too, if you want to remain on top of things.
• 33% posted a new review – a positive one – after receiving a response. 34% of those who received a response deleted the earlier negative review.
• 18% of those who received responses bought more items, and became loyal customers.

As you can see, the way you handle comments on your social media networks can make a difference in the long run. While it might seem counterintuitive to let consumers have the power to make negative comments, the truth is that it can actually be a good thing. You are seen as more receptive and genuine, and it also provides you with insight into how you can improve. If you never see negative feedback, you will continue to do the same things, with poor results, and never see how you could improve and attract more customers.

Tips for Responding to Comments on Social Media

If you have a positive comment, you want to respond as well as when you have a negative comment. With positive comments, you can respond with a “thank you” or an “I’m glad you enjoyed it!”

When addressing negative comments, though, you need to put a little more thought into your response. “I’m sorry you weren’t satisfied” isn’t going to cut it. Instead, you need to offer to fix the problem in some way, or provide usable customer service information. Many companies now respond through Facebook and Twitter, providing help, or a direct extension that can be used to reach someone who can help.

Other things to consider when responding to negative feedback on social media include:

• Respond quickly: Studies show that 50% of customers expect a response within a day, and 25% want a response from a Twitter or Facebook posting within an hour. Monitor your social media profiles to ensure that you are able to respond rapidly.
• Be polite: Don’t dismiss customers’ concerns. And don’t start name-calling, or get nasty. You can defend yourself politely, and you can also address consumer concerns with aplomb.
• Apologize: Depart from the script, and if it’s your fault, apologize. Try to make it right by sending a replacement product, or offering a discount, or a refund.

Social media is a great way to really connect with your customers. It can be a great learning experience.

And, if you respond correctly, you can turn disappointed customers into loyal fans.