Monday 6th Sep 2021
How to avoid social media backlash
Social media is an extremely useful tool which allows organisations — large and small — to connect with customers, key contacts, potential clients, and members of the wider business community. And the fast-paced nature of the assorted platforms means that it’s easier than ever to interact within a digital space.
Of course, this doesn’t come without risks, as social media also gives individuals direct access to your profiles, and the ability to voice their frustrations publicly — potentially damaging your company’s reputation. The way you react to such backlash can often stick in people’s memories, so it’s important to remain calm, professional, and responsible to maintain a solid reputation.
Here are our top five tips to help you avoid a social media backlash…
Don’t provide a generic response
One size definitely doesn’t fit all and providing a robotic response to someone will only frustrate them more. Address each person by name and offer specific answers or solutions to their individual problem where possible. Be empathic of their feelings and try to be clear and ‘human’ in your reply.
Appoint a dedicated team member to manage your channels
If your business is regularly posting and engaging on social media, it’s a good idea to have someone in place who can exclusively handle the platforms — so nothing is ever missed, and you project a consistent brand voice into cyber space.
Make sure your appointment understands the business objectives and is passionate about helping you achieve them.
Don’t erase the negative comments
Although adverse comments can feel like a personal attack and the temptation is to delete them as soon as you see them, don’t! Erasing the negativity will likely frustrate the commenter even more and could lead to more people jumping on the bandwagon.
Alternatively, try to react quickly with a genuine and considered response. Don’t get embarrassed by these comments, they’re all part of the learning curve to help your organisation do and be better.
Continue the conversation offline
Some communication is better had in private. If you’re met with a pessimistic post that needs addressing, encourage further discussions offline and offer a direct phone number or email address to iron out the issue.
Unless a topic is directly linked to your business, avoid the controversial subjects. While it may feel like fans of the company will share the same views as you, it’s not worth the risk and can soon lead to uncomfortable online conversations which quickly gather momentum.