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“Going Digital” Misconceptions: Part #4 – Negative Feedback is Detrimental


*You are now reading Part #4 of our “Going Digital”: Misconception series. Check out Part 1 , 2 and 3!

One of the biggest fears many brands face when “going digital” is the influx of complaints and negative comments.

That fear, however, is expected.
But so is criticism – as no brand, or anything in this world for that matter, is perfect.

There might even be some truth in those comments.

Once you’ve accepted that, you’ll discover just how “going digital” can actually do more good than harm to your brand (negative feedback included).

And that’s if you play your cards right.

Here’s how.

Reply like you have a soul.
Many brands equip their Social Media Managers with a guidebook to answering queries on Facebook. Sure, a predetermined format helps in streamlining the Q&A process, but god forbid if it lacks soul or any common sense for that matter – like this classic blunder by Mydeal.

Hire someone who can write well, and is able to add a touch “human” element to replies as well – not a robot.

Offer immediate solutions.
It’s not unusual (in fact, such is the case most of the time) to find brands requesting fans to direct their questions to customerservice@suchandsuch.com. However, it’d be much better if the brand could provide answers on the page itself.

By doing so, not only will your brand sound more efficient – full replies will also come in handy for fans who browse through “Posts by Others” in search of answers to similar queries!

Always be on the lookout for opportunities.
Nothing gains a brand more traction on the digital sphere like a campaign gone viral. And having the balls and tenacity to acknowledge a negative feedback, then turn things around… well, that’s nothing short of amazing.

Take a cue from Bodyform here.

And the most important one of all…

Don’t delete negative comments.
Don’t delete them. EVER. It’s the biggest social media mistake you will make.

It’s okay to weed out posts that contain inappropriate content or profanities (as may be specified in the House Rules of certain family-friendly Facebook pages), but deleting a comment that carries negative feedback is plain rude.

These people kindly took the time to leave your brand a feedback – possibly in hope of better and improved service in the future. Thank them, at the very least. Put out the fire right then and there. The last thing you’d want is to drive them angry and have them spread news about how unprofessional your brand actually is – like this case here.

So, is your brand ready to turn things around on the digital platform?

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