In our digital age where every brand’s move is scrutinized under the social media microscope, encountering critics and hecklers is an inevitable part of things. Yet, over half of brands say they do not have an effective strategy in place to deal with comments on their social pages.
The adage “Don’t feed the trolls” serves as a crucial reminder that not all engagements deserve your energy. However, silence isn’t always golden—especially when brand reputation is on the line.
Here are five ways to navigate the tricky waters of public criticism with grace and savvy:
- Distinguish Between Constructive Criticism and Trolling. Constructive feedback, even when tough to swallow, can still offer valuable insights into potential areas for improvement. On the other hand, trolling is characterized by comments meant to provoke or cause disruption, and offer no actionable feedback. Recognizing the difference allows you to address the concerns that matter and avoid wasting resources on fruitless engagements.
- Respond Promptly and Professionally to Genuine Concerns. When you encounter legitimate complaints or criticism, a prompt and professional response is key. In fact, addressing issues quickly can turn a potential PR crisis into an opportunity to demonstrate your brand’s commitment to customers. Personalize your responses rather than relying on generic statements, acknowledging the customer’s concerns and detailing any steps you’re taking to resolve the issue.
- Leverage Humor and Positivity. Oftentimes, responding with humor or taking a positive spin can defuse a tense situation and help humanize your brand. This approach works best with less serious complaints or when dealing with hecklers in a way that doesn’t escalate the situation. Of course, be aware that humor can be subjective, and what’s funny to one person might be offensive to another.
- Implement a “Take it Offline” Policy for Certain Issues. Certain complaints or criticisms may be too complex or sensitive to address fully on a public forum. In these cases, inviting the customer to continue the conversation through a direct message, email, or phone call can be most productive. It shows others you’re taking their concerns seriously, while also moving the discussion to a private setting for handling.
- Know When to Disengage. There are times when engaging further with trolls or particularly aggressive critics can do more harm than good. If someone is clearly only interested in provoking a reaction, or if the conversation is going in circles, it’s wise to disengage. Continuing to argue or defend your position can escalate the situation and give the critic more attention than they deserve.
Most Of All, Think Before You Post
In social channels, negative comments and criticism are par for the course. In fact, 26 percent of brands say their reputation has been harmed as a result, including lost customers and revenue.
Still, it’s important to remember that the goal isn’t to silence critics or to win every online battle but to manage public interactions in a way that reflects your brand’s values and commitment to its customers. Once a response is in the social ether, even if deleted it may live on forever through screen shots and shares, so “think before you post” is vital, no matter how uncalled for or harsh the comment.
Need assistance elevating your brand’s social presence? We can assist with social content development, engagement strategy, page administration, and much more. Connect with us today.