Trick-or-Treat? Addressing the Scary and Sweet Sides of Social Media

The Halloween season is upon us once again and visions of candy corns are dancing in our heads…

But marketers don’t get to trick-or-treat for candy. Instead, we’re collecting and sorting the tricks and treats of the social media realm, also known as consumer feedback—and believe me some of it can be downright frightening.

So how can you appropriately address the influx of both negative and positive feedback which emerge on your Twitter, Facebook, and LinkedIn accounts day-in and day-out? Well, besides throwing salt over your shoulder or avoiding black cats at all costs, try heeding these quick tips.

When dealing with the sweet side…

  • Say “thank you” by either posting a response or simply “liking” the positive comment (if you’re using Facebook, for instance). It’s important to address as many of these comments as possible in order to interact with customers on an individual level.
  • Leverage positive feedback by asking permission to share these comments on other social channels as impromptu customer testimonials.
  • Increase the chances of your happy customers becoming “brand evangelists” by recognizing their positive feedback and granting VIP access to exclusive discounts, company news, etc.

When dealing with the scary side…

  • Remember that you’re not in a horror movie, so don’t enter a creepy cemetery without a flashlight. What I mean to say is that while it’s critical to respond to negative comments immediately, ensure you’re prepared with a professional, gracious response before making any rash decisions that could damage the customer relationship further.
  • Get personal by reaching out to unhappy customers directly and offering individual apologies to show that you care about customer satisfaction.
  • Take the feedback into consideration. Perhaps that negative comment will help you adjust your marketing strategy in the new year.

Like all things in life, the good comes with bad and we must be malleable enough to handle every experience with poise. The same can be said for handling customer feedback on social media.

But when it comes to facing ghosts and ghouls and vampires? I won’t tell anyone if you run away screaming.


Editor’s Note: This post originally appeared on the Content Boost Blog and was reposted here with the author’s permission.

 

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