Navigating Negative Feedback on Social Media: Tips for Community Managers

There used to be a time when disgruntled customers would write a letter to a company to express the…
Social media is at the forefront of everything we do, and this can pose various challenges to businesses. Gone are the days of someone simply writing you a letter or email to complain; they now have a whole array of social media channels to help amplify their message.
It doesn’t take long for one social media post to spread like wildfire, so it’s key you have your social media crisis response down to a tee. Here at RKH, we have experts who can help you master your social media and public communications strategies during a time of crisis.
The most obvious way to spot a crisis is through a sudden surge in comments about the same issue, or a surge in responses to a particular user.
These may be responses to your company’s most recent social media post, or a post about something which could damage the reputation of your brand, such as a health and safety issue or a defective product. Remember, your company might not be tagged in posts and they might not be obvious, so media monitoring is really important.
The media remains a key driving force, and articles about your company may be shared online, in print, or on TV. Your company won’t always be tagged, and searching manually for coverage can be time consuming. Luckily, at RKH we can make things easy by setting up alerts on systems which scan for any coverage related to your company.
It’s practically impossible to know everyone who sends a message to your company on social media, so being thorough is the key. There may be little hints in the post; they might’ve been to visit, they may have a professional photo attached, they may say that customers have been in touch with them, or they may have a high number of people following them. It’s also worth checking to see if they’ve included your business in a post before.
Check their bio: what does it say? Sometimes it’ll say they are an MP, Councillor, influencer, celebrity, but sometimes it won’t. It’s always worth doing a web search on their name and their location.
Don’t rush, but be swift and thorough.
Ensure all relevant stakeholders are informed, sharing all necessary details. Consider everyone involved, as they may need to consult others before deciding on a course of action. Be patient while they coordinate.
While awaiting their response, continue to monitor ongoing conversations and watch for new developments. If prominent figures comment or there’s a surge in posts, ensure the right stakeholders are informed.
Carefully drafting a response is essential, but monitoring should remain a priority. Do not respond until a strategy has been agreed upon by all stakeholders. While issues often pass quickly, posts or newspaper articles can remain online and may resurface months or even years later. Be prepared for this possibility and ensure processes are in place to handle it swiftly.
Social media is just one part of the bigger picture. Do you have reactive lines drafted for any media enquiries? Do you have standard lines ready for any customer enquiries or complaints? Make sure you consider the bigger picture, to make sure you are communicating flawlessly with your employees, customers and the public during any situation.
1: Be vigilant.
Disaster often strikes when you least expect it. It's really helpful to have a policy in place for issues right from the start. Ask your client if they have this in place; what do you need to flag, and who do you need to flag it with? Putting everything that you may need in a document will be helpful for you in the long run.
2: Be thorough.
Trust your instincts - if you look at a post and think there’s something to it, take a closer look. You’re better off looking at the whole picture rather than a random bit at the side.
3: Don’t panic.
If you’re being inundated with comments, speak to your client.
4: Stay in touch with your client.
If things are getting worse, tell them. If it’s slowing down, tell them.
With a clear set of rules and standards in place, you and your brand will be well-equipped to handle any adverse social media engagement, whether it's a minor problem with a disgruntled customer or a major reputational issue. Plans, protocols, and procedures will help prevent these issues from spiralling out of control, whilst ensuring you take all the necessary steps to achieve a mutually satisfactory resolution.
Our social media management team are experts at navigating the ever-changing world of social media, so they're perfectly positioned to steer your brand through any situation. Get in touch with us today to find out more.
Let's talk