How to Manage Negative Comments on Social Media?

Social Media Crisis

Develop a response strategy map for conversation Management

For any business using social media for customer engagement, a response strategy map is a system of responses drawn up collectively by the entire organisation for implementation during engagement with their target audience on social media.

Broadly speaking, a response strategy focuses on the responses to any comments made by the public. It is an action map created so that everyone in the taskforce knows what to do, how to respond, who to activate during a crisis, and how to close the loop to manage the online conversation. It can be used for managing public relations and should be refined after every major media crisis.

Every company will have its individual response to inputs from users in the social media space. The template provided in this article can only serve as a guideline for your corporate response strategy.

Negative Comments

If you received something negative, always give priority to manage those who came from your fans. Negative feedback usually involves service quality, damaged product, customer service, delayed delivery, long unanswered phone calls to helpdesk, wrong billing, etc. Whatever the complaints may be, they usually involve at least one department. This is the reason why your page should have one representative from each department to look out for comments related to his department and relay those concerns to his department swiftly.

Close the loop as soon as possible by activating service recovery. It could be as basic as getting on the phone with the disgruntled fan who is a loyal customer. Or it could involve getting the after-sales department to send a replacement down to the fan’s house. Whatever it takes to make a loyal fan happy, do it and show it. It will be the most rewarding social media publicity you can have for your brand.

What happens if the comments came from someone who is not your fan? Verify the content of his complaint. If it is valid, resolve it quickly by clarifying and notifying the department or staff mentioned in the comments.

Be humble and do all due diligence to check on the validity of the complaint. If the complaint is not valid and you suspect the person may be out to create fear and confusion, you can choose to ignore those comments. You can even delete them after all the internal investigation is done. Censoring certain negative comments can be a house rule on your platform.

Do not engage in an open debate or discussion with anyone on your platform. Take it offline as much as possible. Remember that it is the end result you wish to show and not the process on how you arrive at the resolution.

If you are using the response strategy map as a tool to handle a crisis, there are two things to remember.

1. Social media will not help you much if you have not built any goodwill among your customers or the public. A response strategy map yields little results if you have suffered too much bad press or bad mouthing in the marketplace.  The map is just a tool. It is not a magic wand for creating instant goodwill.

2. Remember that any social media fire must be put out by social media water. A local company once held a dinner and dance with a specific theme. Their staff posted photographs of the event on Facebook which are seen as disparaging to a certain ethnic group. The photographs created an uproar on social media and it went viral and the local press picked up the story. The company’s PR issued a statement to state that it was done in pure fun. However, that somehow made it even worse and it evolved into a full blown discussion in the local newspaper’s forum. Thus, if the crisis began from social media, use social media to engage it, not public relations.

Negative comments are inevitable and are ever present on social media. The art of persuasion lies in using negative comments to explain your brand more intimately to the detractors. Whenever there are comments, there will be conversations.

Always remember that what is worse than negative comments is no comments at all. Think of your relationship more than just responses. Draw up your own response strategy map (sample below) using your experience, internal standard operating procedure, and staff feedback. This may be a work-in-progress in the first year of embarking on social media strategy.

Conclusion

Comments are conversational contribution from the online community. It is the right of everyone to share their thoughts; both positive and negative ones. All comments should be followed up appropriately to help the brand stay engaged with their customers.

Author:

Andrew Chow is a Social Media & Public Relations Strategist, Certified Life Coach, Entrepreneur, Speaker and Author in Singapore. Andrew has spoken in many local and regional conferences to on Social Media Strategy, Media Management and Personal Branding, and Enneagram Personality.  His authentic presentation style made him a frequently sought-after keynote speaker. Graduated from Thames Valley University, Andrew is fondly called “ideasandrew” in all his social media connections. He has also founded several social networking portals with over 10,000 profiles.

He is the author of “Romancing the Media for Business”, “Social Media 247” and co-author of “88 Essential Secret for Achieving Greater Success at Work”. (andrew@andrewchow.sg)

 

 

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Andrew Chow Most Professional Profile Picture : Makeover Inc

With the founder of Makeover Inc, the Beautiful Miss Brenda GohA montage of 30 pictures

A Montage of 6 different Head Shot

A montage of 30 pictures

My favourite are:

 

 

It is said that first impression in the social media age begins with your profile picture. As a professional speaker, it is even more important to have a professional yet connecting photo in our one-page synopsis, website, blog, Faccebook page, etc.  Though I have known The Makeover Inc for 3 years, I only decided to use them in 2012. The result is more than I can imagine. The photographer, George is friendly and fun, knows how to capture my essence in the precise moment even when I was chatting with him. He knows all the different poses which can bring out my strength. The customer service staff Angela is friendly and meticulous, the make up artist is patient and creative. Of course, last but not least, Brenda herself is always full of positive energy and ideas.

For high resolution of my pictures – http://www.flickr.com/photos/ideasandrew/sets/72157629814778650/

 

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The role of social media in Public relations & Crisis Management

Public relations

Journalists from press and media are looking for you because they find your stories interesting online from search engine like Google and socialmention.com

Your book/publication on your specialty sells as low as 99 cents and attracts as many as 50,000 download worldwide on App store within 3 months.

Your press release can add multimedia content like linkedin profiles of key persons, corporate profile can be elaborated via youtube video and more archive pictures can be shared by platforms like Flickr.

Your news or feature on TV/Radio created new topics of conversation about your product. (Discussion)

Interaction with Mass Media is now possible with feedback and discussion done real time via Facebook page and Twitter. Even most of the mass media are using social media to share their content and solicit feedback.

Crisis

If you are going through a crisis and scores of others are speaking up for you before you even make an official statement yourself, you have created a faithful brand community on social media.

You can keep everyone updated of the latest happening without issuing a press statement or organise press conferences subsequently. (Twitter)

Lastly, do remember that all social media fire must be put out by social media water.

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How can social media support your branding and crowdsourcing?

Social Media serves as a powerful brand communication platform especially for B2B Business.

  • People from all over the world give your ideas on how you can improve your products and services (free consultation)
  • Your website has more visitors and staying online much longer than before? (meaningful engagement)
  • You are a charismatic employer which PMETs want to work for and become to become your staff (recruitment strategy)
  • More people are aware of your Corporate Social Responsibility (CSR) initiatives and join your causes through interest groups on social networking sites like Facebook (perception)
  • More customers are forming so many interest groups revolving your brand that you have lost track of them. (fans)
  • Others in the same industry are emulating what you are doing for your company.  (Thought leadership)
  • Others write about you objectively and it becomes an entry  on the social encyclopaedia (Wikipedia)
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The importance of Content on Social Media

If social media strategy is a game of chess, Content will be the King on the chest board.

Broadly speaking, There are 3 main types of Content : Original, Co-created and User-generated.

In the Web 1.0 era, all commercial messages are taken in its entirety without question.

In Web 2.0 where interactivity is the key,  the social media community no longer make buying decision based on  original content like advertising campaigns, regular promotion, celebrities’ endorsement, brochures, exhibition, etc.

Social Media has shifted the power of broadcasting to anyone who can create his unique content on their own.

No longer will companies be able to dominate the market space with original content without some forms of collaboration with the social brand ambassadors.

This collaboration gives rise to co-created content on social platforms through videos and pictures. In original content, the focus is on the Product.

Co-created Content is often produced with collaboration among different stakeholders in the social media community.

There are still some levels of control over such content.

User-generated Content is the most creative and convincing content of all as it is produced entirely and jointly by different target audiences.

A company usually have no control at all of its development and extent of reach.

In all user-generated content, the focus is on the brand’s popularity.

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Top 30 Most Valuable Brands in the World for 2011

The Brand Finance plc. Global Intangible Financial Tracker League Table (GIFT), which normally releases global brand rankings in January, updated their list as of last month due to these conditions.

Financial brands were the hardest hit, with banking brands losing about US$$25.9 billion (S$32.1 billion) of their brand value from January this year. HSBC has become the world’s most valuable bank brand keeping a steady position at 10, while Bank of America saw its brand value fall by S$$5.3 billion.

Technology brands flourished, with Apple, Microsoft, and Google taking over the top spots. Apple has increased its value by 33%, making it a more valuable brand than Microsoft for the first time.

Samsung is another notable performer, increasing the value of its brand by 24 per cent to US$26.6 billion. This is due to a stronger hold on both the TV and smart phone markets.

The automotive sector has also performed well in the last six months, with Japanese brand Toyota re-entering the top 10 with a value of US$28.8 billion.

 

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Movie Launch : Friends with Benefits (21 Sep 2011)

Event : Friendship with Benefits
Offering : Buffer Dinner, Wine and Movie!
Date : 21 Sep 2011
Time : 6.30pm – 9pm (Wed)
Movie : Friends with Benefits
Price : $30/pax, $55/pair if signed up with a friend.
Venue : Cathay Cineleisure Level 6 – Preview Lounge

Program (subject to slight change) :

6.30 – 7.00 – Welcome and Cocktail
7.00 – 7.20 – Ice Breakers (Vanessa)
7.20 – 8.00 – Dinner & Social Networking
8.00 – 8.30 – Talk on Love Yourself, Embrace Your Body Shape (Vanessa)
8.30 – 9.00 – More Social Networking
9.00 – 9.15 – “Destiny Draw”
9.15 – Movie starts

** Please bring lots of namecards as we are expecting more than 100 pax

RSVP : andrew@andrewchow.sg with “Name/Mobile/Gender

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www.andrewchow.sg is listed on Sgblog.com as “Ideasandrew”

Today is a great day as I was just told that sgblog.com has accepted my requested for listing as “Ideasandrew

http://www.sgblog.com/home/detail/4588/ideasandrew.htmlAbout SgBblog

About Sgblog.com

Started by Singaporeans. For Singapore.

They took roots in early 2004, started off as a community site and forum for Singapore bloggers to meet and get to know each other.

July 2004, they hosted a2e blog diary of 2 cyclists who cycled from Artic 2 Equator. SK and Sean shared their tales from Finland back to Singapore. By Jan 2006, after 25 countries, >23,000km and 17 months & 21 days, they finally made it BACK!

Since Sept 2006, SGBlog was relaunched as “The Singapore’s Blog directory” to provide local bloggers an avenue to promote their blogs and as an useful resource for fellow bloggers or international readers to find blogs written by Singaporeans.

In April 2007, they upgraded our directory to provide much improve listing features that allow blogs to be better search & more clearly listed. They enable members or visitors to review blogs and make it easy to recommend them to friends.

Over a period of 1 year, they have over 1300+ Singapore blog listings in over 186 categories. Thank you for all your wonderful support as they continue striving to be the most comprehensive and useful Singapore blog directory!

 

 

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IDEAMART : A Portal built for Exchange of Ideas about the Marketplace

www.ideamart.com.sg

Main portal page : IDEAMART

Finally after more than a year, I have created the portal I envisioned. A place where a community of social media savvy people can come together for exchange, testing and brainstorming of ideas for the marketplace.

IDEAMART, which is the portal named after my company for Brand Communication purpose, has the following features:

Core:

a. Membership profiling

b. Network structuring

c. Content Management

d. Activity Feeds

e. Advertising Opportunities

f. Anti-spamming features

g. Private Messaging

h. Membership Billing (option only)

i. System admin tools

j. Browse and Search

Additional Plug-ins : Members can enjoy the following

1. Album

2. Blog

3. Events

4. Groups

5. Forum

6. Chat/IM

7. Video sharing

8. Music sharing

9. Classified

10. Polls

11. Mobile version

IDEAMART makes diverse styles of social networking possible. You decide how your own community of friends will connect, share, and interact with each other. The objective is to share and exchange ideas to bring us to the next level in our business journey in the marketplace.

 

 

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