Social media is all about interaction. Brands and businesses are invited to be part of the conversation, which means that people can and will react to what you share. Whether it’s through comments, replies, or direct messages, social media opens up a two-way dialogue between your brand and your audience. To ensure people have positive associations with your brand, it’s crucial to handle these interactions thoughtfully. The way you engage in these conversations can significantly impact your brand’s reputation.
One of the most effective ways to create a positive brand impression is by responding to customers’ social media comments in a timely and polite manner. Here’s a four-step process to help you do just that.
1. Respond Promptly to Customer Comments
In today’s fast-paced digital world, quick responses are expected. A 2018 survey found that 83% of social media users expect brands to respond within one day or less. Social media platforms like Instagram, Twitter, and Facebook often blur the lines between personal and brand interactions. For customers, your brand’s posts appear in the same feed as their friends’ updates, which offers you the unique opportunity to position your brand as a friendly, approachable presence.
To capitalize on this, ensure you respond to comments, mentions, and tags with the same speed that their friends might. Regularly monitoring your social media pages for brand tags and mentions will help you stay on top of this.
2. Engage Positively with Brand Supporters
A great way to build strong relationships with your customers is by engaging with their positive feedback. Always acknowledge and appreciate positive mentions of your brand. If someone posts a compliment about your brand, respond with a personalized comment.
For example, when a customer named Emily thanked Garden & Bloom on Instagram for creating her wedding bouquet, the brand responded by addressing Emily by name, specifying the flowers used, and thanking her for choosing them. This kind of personalized interaction not only makes Emily feel valued but also allows her followers to see the thoughtful engagement from the brand.
3. Handle Criticism Diplomatically
The internet can be a challenging place, with people often being more candid or critical online than they might be in person. It’s important to distinguish between legitimate brand criticism and inappropriate comments or abuse. Abusive comments, which can be rude or inappropriate, should be hidden or removed without a reaction. However, legitimate criticism should be handled with care.
Take, for instance, a scenario where a customer complained that a service from CleanPro led to a pest problem. The CleanPro representative addressed the issue correctly by acknowledging the problem, apologizing, and most importantly, moving the conversation to a private chat to discuss compensation. It’s crucial never to argue with customers or respond unprofessionally, as this can harm your brand’s image.
When dealing with negative comments, follow a simple three-step process:
1. Acknowledge the Comment: Let the customer know their concern has been heard. For example, “Hi John, we hear you.”
2. Apologize If Appropriate: Apologies are easy and often make your brand appear considerate and empathetic.
3. Solve the Problem Privately: If the issue involves compensation or refunds, take the conversation to a private message to resolve it away from the public eye.
4. Use Platform Features to Manage Unreasonable Comments
Not all commenters can be reasoned with, and that’s where social media platforms’ hide or mute features come in handy. Platforms like Facebook, Instagram, and Twitter offer options to hide replies or comments, which moves them to a separate section that most users won’t see unless they choose to. This feature is particularly useful for dealing with spam or inappropriate comments, as seen in a situation where a troll left a negative comment on a post from Garden & Bloom.
However, it’s important to use this feature judiciously. Hiding legitimate criticism can lead to greater frustration from your customers and harm your brand’s transparency.
Conclusion: Handling Mistakes with Grace
Remember, people understand that brands are run by humans, and mistakes happen. Admitting errors and apologizing for them professionally is the next best thing to avoiding them altogether. By following these strategies, you can maintain a positive brand image, foster stronger customer relationships, and effectively navigate the challenges of social media interaction.
