Managing Bad Press: Tips for Responding to and Learning from Negative Comments and Reviews

2010 may bode as a year for mobile innovation and social platform consolidation, but one trend from across the “aughts” remains the same: business owners remain ‘on the fence’ about social media marketing.  A legitimate fear continues as the underriding reason: that using two-way communication tools like blogs, Twitter and Facebook will force a company to relinquish control over the strategic ‘branding’ that defines it.

Some business owners believe that using blogs and social networking websites to pique consumers’ interest in their products could expose it to negative comments and poor product reviews.  And they’re right – it could. 

But while blogs and social networking websites do provide an open forum for customers to express dissatisfaction with a company or product, the use of social media marketing can positively affect how a company’s ‘bad press’ is perceived by existing and prospective customers. Because social media marketing allows a company to respond to—and learn from—the negative feedback it receives, business owners must learn to use social media marketing as a tool for improving customer service, strengthening product development, and establishing an honest relationship with their clientele.

In working with small business owners across the country, we’ve teased out a few tricks of the trade that others may find useful in managing the ‘bad press’ that may potentially arise:

1.)    Don’t delete every negative comment posted on your blog or social networking page. You may delete posts that contain foul language or harassing comments but be selective.  Customers will know when you’re censoring their feedback.   

2.)    Be proactive and respond quickly to the negative comments left by your customers. But never make a promise or guarantee that you’re not sure you can keep. Customers will appreciate your honesty and prompt attention to their complaint. 

3.)    Think of your social media marketing campaign as a 24/7 focus group. Learn from the criticisms you receive and use them as opportunities to improve your company and the products/services it provides.

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