How to: deal with negative comments
- Kate Hennessy
- 27 October 2009
Photo credit: pamah @ sxc.hu
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derogatory comments are the water torture. But, just as with hijacking scenarios, there are some simple measures you can take to halt the comments in their tracks, and amend the damage they may have made.According to Crebar and O'Byrne, negative or aggressive comments are the biggest fear for small business owners who foray into social networks. And for good reason.
"There are always individuals in any community, including social networks, who want to make a stir," says Crebar. "And if the media channel is open, they have a right to air their voice."
But if it happens, don't panic, says Crebar, and try to ignore your instinct to pull the comments down.
1. Step into their shoes
As with campaign hijacking, Crebar first advises to judge the comments as a passive consumer. They're not insulting you, they're just venting a little anger towards your logo. In many open forums you'll find people will stick up for you.
If it is a negative comment, O'Byrne advises you to honestly ask yourself if it is correct and valid. Everyone is entitled to his or her opinion and sometimes a negative comment is based on truth or someone's real experience. If the comment is correct then - depending on who made the comment and where - acknowledge their opinion and use it as consumer insight.
2. Respond and assess
If you need to respond immediately, be short and passive, then take some time to assess the damage, Crebar advises.
If it's serious, respond to let people know you've seen the comment, you're addressing it, and give them a timeline: a week or a day.
O'Byrne believes there are times when you don't need to do anything.
"Brands trying to shut down negative comments will be seen as controlling, while brands that allow users to have their own opinion are playing in the spirit of social media," he says.
3. Monitor the results
Continue monitoring comments, even after they're resolved. If the comment is based on incorrect information the brand is entitled to enter the debate with its side of the story, adds O'Byrne.
Preferably this should be done privately, over email with the commentator. Ask them questions, discuss their experience, be proactive.
If they don't respond and if it's appropriate, leave a public comment clarifying any incorrect information.
Brands can also outnumber negative comments with positive ones by approaching key influencers with the correct story or fact, he says.
"Whatever you do, don't try to bury negative comments with fake posts; you'll be caught," says Crebar. #
