We have all heard about the impact of social media on businesses. The success stories tell us inspiring tales of how social media has helped to propel some businesses to new heights, how it’s helped to level the playing field between smaller and larger companies, and how it can greatly amplify positive word of mouth. We’ve also heard the horror stories, such as how a customer’s bad experience with a business has spread online and tainted the business’ reputation. However, as daunting as that can sound, it’s definitely not a reason for businesses to chicken out of being active on social media. After all, you wouldn’t close down your store’s customer service department just because a customer might complain, so why would you avoid social media because there’s a possibility of negative feedback?
Some businesses are afraid of social media because they feel like they don’t have control over what people are saying about them online. The reality is, people are going to talk about you – regardless of whether or not you’re present – so you might as well establish your presence in the social sphere, because at least then you will have the opportunity to respond to the feedback you’re getting. Remember: what is important isn’t necessarily what people are saying about you, it’s how you deal with it. A bad review on Facebook or a complaint on Twitter is definitely not apocalyptic. But managing your business on social media does take some time and effort, so here are some of our tips to help you manage your reputation online.
1. Monitor your online presence
This might sound self-explanatory, but some businesses still think that social media is something you can just set up then leave alone. Such is not the case. Be prepared to always keep an eye out for what people are saying about you online. A bunch of free useful tools, such as Google Alerts, are available to aid you with this, and there are also numerous other software which are more advanced and specifically targets social media. Find one (or several) that works best for you and ensure that you’re using them on a regular basis.
2. Listen to your customers
Once you’ve got the monitoring thing down pat, actually take the time to listen to what your customers are saying. Are they being positive or negative? About which aspects of the business? How do they see the company? Take into consideration suggestions they voice, find out what they want and need most from you, and determine how you can deliver it to them.
Most of all, don’t be afraid of negative feedback. If anything, negative feedback can be beneficial. An unhappy customer is unhappy for a reason, so when they voice out their dissatisfaction, it’s not only a chance for you to learn where you went wrong, it’s also a chance for you to turn things around with the customer.
3. Be responsive
When dealing with unhappy customers online, a good piece of advice is to treat them how you would in real life: if someone walked into your store to make a complaint, how would you respond? Well firstly, you won’t ignore them or make them wait for a reply. The same is true for social media. When someone voices out their dissatisfaction with your business, try to respond to them as quickly as you can. Taking your time can result in backlash and potentially even make a small issue go viral. Even worse is ignoring your customers completely, especially if they’re already not happy with you.
In hospitality, retail and basically any customer service industry, there is an acronym called L.E.A.R.N., which is also applicable when dealing with disgruntled customers online. The idea here is to Listen to their complain (make sure they know you’re listening by responding to them in a timely manner), Empathise with their situation (don’t be cold, show them you understand what they’re going through) and Apologise if the company is indeed at fault. Respond by telling them how you’re going to resolve their issue and Notify them of any updates or progress.
4. But not emotionally responsive
It might sound like common sense when you say it out loud: “don’t get angry at your customers,” but it can be easy to lose track of yourself when a customer is being difficult. We all know that despite what our bosses have been telling us, customers aren’t always right, and sometimes they’re in fact downright wrong. But no matter how unfairly you feel like you’re being treated, responding emotionally will get you nowhere. Just as you wouldn’t shout back at a customer who’s yelling at you through the phone, the language that you use online when responding to negativity is critical. Take a step back, never take it personally and find a solution that will make both of you happy.
5. Don’t forget the positive!
This article has mostly dealt with how to respond to negative feedback, but definitely don’t forget the positive! Customers are just as likely to sing praises about you as they are to complain, and you obviously want them to do the former more often, so it’s a good idea to acknowledge them when they do. A simple thanks always goes a long way, and when you can, go the extra mile to show them you really appreciate their business.
