This week we look at negative brand content and steps to make things better.
Negative brand content can be hard to swallow. But at some point every brand and business will have a negative brand content experience, you just need to know how to deal with it. With the rise of brands using social media as a platform to engage with their customers, it has become easier for people to spread negative comments about brands online. But do not fear, there are ways that you can manage this negativity and even use it to your advantage.
Social media is a very easy platform for complaints. If a negative comment is made by the wrong person it can spread like wild fire. This could result in serious damage to your reputation and a consequent effect on sales. Here’s a few tips on how to tackle negative brand content:
- Don’t panic! This might lead you to tweet or comment defensively without thinking about the effect on the reputation of your brand.
- Who are they? The type of person who is sending out negativity regarding your brand is important to how you form your response. There are trolls on twitter that are just trying to get your attention, but industry experts or genuine customers making a negative comment or writing a bad review need to be addressed.
- Timely Engagement Nip it in the bud with a strategic response. Use the negativity as feedback and opportunity to engage with your customer. It’s not a good idea to ignore a genuine complaint as it will be perceived that you simply don’t care about your customers. Use this opportunity to show that you do value your customer’s feedback and that you are willing to provide a solution to the complaint.
- Don’t be a robot When you respond to a complaint or review, make sure you sound like a human being. It won’t work in your favour if your customer feels that they are communicating with an automated service, so give everyone a unique and genuine response. Be honest and apologetic and make sure you’re using real words and not corporate jargon.
- Be Honest Don’t try to avoid or hide negative comments. If you respond professionally and appropriately it can actually to your brand a favour.
- Get Ahead It is safe to expect that you will experience some kind of negativity online somewhere along the line, so be proactive. Establish an online presence for your company or brand via Twitter, Facebook, Linked-In, blogs and shareable creative content. This way search engines will always be populated with content you’ve created when you are searched for and not negative press.