Site icon Dan Soschin

Defending your turf on social media

Typically when I speak at conferences on the topic of social media, it’s not long before someone invariably asks the question,

“Should I respond to a negative review/comment on Facebook page?”

The answer is certainly not a simple one – in fact, I’ve spent an entire session speaking on the very topic. So a brief opine on the page here will not necessarily do this topic justice. What I will offer up instead is a framework for evaluating the basic tenants for making a well-informed decision.

For the hard stuff, you need to understand that social media is often a game of chess. The better players anticipate the various reactions the opponent will have to your move. So if you reply to a social media “hater”, you need to anticipate and prepare for all the various possible replies. Using this mentality, chart the probability that the person is simply going to argue with you further. Is that a good outcome? Drawing more attention? Probably not. Engage if you genuinely believe the outcry is for help – not hurt. But tread carefully. You can always be empathetic.

The empathetic approach:

When engaging a hater online, and you reach a resolution offline – but the hater doesn’t update or remove their post… it’s okay to ask them to do so. Or, simply reply back to their post and say, “I’m glad we were able to resolve the issue for you. Let us know if we can help further.”

Just remember, you don’t have to reply to every post. And sometimes your customers will come to your defense. But make sure they take it easy. Loyal brand advocates can be a lethal army. We’ll talk about that later.

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