While brand-bashing is nothing new, the tools of the web and social media make the comments from these meanies even more lasting and impressionable. And because some social networks like Yelp and Twitter make it easy for people to set up fake profiles, the anonymity that people can achieve on the internet makes some more comfortable to lose all sense of decency, respect, and good manners. So much for mom's lesson , "If you can't say something nice, don't say anything at all," huh?
So what's the best way to deal with those Negative Nancys who crop up from time to time? The answer isn't to give up participating in social media . People will still say mean things; you just won't be around to defend yourself! Rather, the best way to react is by using a tactic that every PR professional and customer service representative learns right off the bat. Kill 'em with kindness!
5 Ways to Kill Negative Nancys With Kindness in Social Media
1. Don't delay.
Don't let negative comments linger. The more time you let them go unanswered, the more time others have to see that someone has complained and you haven't responded. Address negative comments as quickly as you can to prevent them from bubbling up into something potentially more damaging. A negative post on your Facebook wall or a tweet at your company's Twitter account, for example, is much less of an issue than a nasty blog post, which can have a much longer lasting effect. Responding quickly will show the naysayer you're listening and you care. It will also alert others of your dedication to your community members.
2. Be apologetic. If someone is complaining about your products, services, or anything else for that matter, say you're sorry. It doesn't matter if their complaint is warranted or not; you're better off taking the "customer is always right" approach. It doesn't make sense to get in a public cage match over just one complaint, and others will respect you for apologize up front. Chances are, if the Negative Nancy you're dealing with is complaining over something silly, others will realize that, too and won't think anything of it.
3. React publicly first, then take it privately. If someone is being particularly difficult, take your communication with them to a private channel. First respond publicly, whether its via a tweet or a comment on their Facebook wall post, and then send them a private message so you can chat with them over email or the phone, explaining to them you'd like to discuss the matter in a way that offers them a more personal experience. This way, you give them the attention they're vying for without making your interaction public for all to see.
4. Share your appreciation for their feedback. Treat complaints as constructive criticism or feedback. Sometimes that's all they are. People want to be heard, and they want to know they've been heard. After you've apologized for their unsatisfactory experience, let them know their feedback is appreciated and that you'll seriously consider their suggestion for improvement. Then actually follow through. Send their feedback to your product team or the appropriate person within your organization.
5. Ask them how you can help; then help. If the comment you're dealing is just blatantly offensive and lacks context, tell the commenter you're sorry they feel the way they do and ask them how you can help make the situation better. One of two things will happen. They'll either reply with something you can actionably deal with, or they'll be so taken aback that you replied and have nothing more to say. Either way, you'll have responded tactfully.
6. Pick your battles. There are some people out there who make noise just for the sake of making noise. They're attention-seekers, and they just want to stir up some controversy. It's important to decide what's worth responding to. Does this person have a following? Are other people responding to what he/she has to say? It's important to keep these types of people on your radar and monitor what they're saying , but it might not always be worth engaging with them.
In what other ways do you deal with Negative Nancys in social media?
Photo Credit: Byron Villegas
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Adam Pedley 9:17 AM on July 12, 2011
Hi Pamela. Some great points raised there. #1, #3, #4, #5 I completely agree with.
#2 I agree with the point, I just wanted to add that it is better to apologize than be sorry. As sorry is your state of mind where as the word apologize is taking accountability. Whether they are right or wrong about what they are talking about, the fact is they have had a bad experience with your company / brand and that is what needs fixing.
#6 I agree there is always a need to pick out who actually needs help and who doesn't but determining it by their follower count seems like a shallow attitude towards customers.
Jennifer Schrader 9:18 AM on July 12, 2011
What a great post! I see so many of these Negative Nancy's running around causing a lot of fuss over nothing just to do it. But there are also the ones that are tired of not getting answers or help from their provider that they take it to these social sites etc. If you are having a product out there you want to make sure you are paying attention to what they are saying about you.
We see this a lot when there is a negative comment, they are either left alone or removed. That is a big no no!
Taking action and showing them that you are there for them, resolve their issue and encourage them to go back and respond to their negative comment on how their issue was handled is very important.
This will not just show you responded but also resolved the issue firsthand.
Again great post!
Larry S. Evans II 10:00 AM on July 12, 2011
Thanks for sharing this info. I've found that a good rule of thumb is just to respond to the complainant in the same way you would if they had come into your brick and mortar business.
All of the mentioned methods do apply, but one must also consider that if someone is purely being disruptive or abusive, you have both the right and the responsibility to "escort them from the premises". That is, when you have exhausted all diplomatic approaches, and/or have determined that the person has simply decided to focus a vitriolic attack on you with no justifiable reason, you owe it to your other customers to remove them.
On your own private site, this is fairly easy to do. On twitter and facebook it may take a bit more work, but it is doable. There are also methods of redressing slanderous or libelous comments on blogs, if it comes to that.
The important things to remember are that you do have a responsibility to your other customers and visitors for their online experience of your company, and secondarily, if you are forced to take action against a troublemaker, you preserve both your own dignity and remain as neutral as possible regarding theirs.
That is, if you have to block or remove their posts, take the high ground of apologizing to the rest of your audience for the disruption, but do not take it as an opportunity to comment on the individual or the behavior.
Essex SEO 10:14 AM on July 12, 2011
I like to see companies responding to negative comments. For one it tells me the company is serious about customer service and I can gage whether the complainer is over the top.
If there is no response I've only got one side of the story to judge the company with.
Miriam Gomberg 11:15 AM on July 12, 2011
I am glad someone is pointing out what should be obvious to businesses! I work for a major national clothing retailer and would love to see them employ your ideas, but how does someone like me (in the field)get a company like Gap Inc. to take notice of the importance of improving customer experience through social media? Any thoughts? Thanks, Miriam
Jake Joehl 11:19 AM on July 12, 2011
Excellent points raised here! I volunteer for JJ's List, a nonprofit that helps people with disabilities and businesses connect. We have a website where people with and without disabilities can post reviews of various types of businesses and services. Most of the reviews thus far have been positive, but we have had the occasional negative review. The suburban bus company here in the Chicago area has had a few negative reviews, and they responded to each one very nicely. One of our reviewers actually did bash a business in one of his reviews, and we took it down because if I recall correctly it contained inapropriate content. But he's not a mean person at all. As a matter of fact he felt really bad about what he did and I think he reviewed that same business but took a nicer approach. Getting back to the point about how the customer is always right, I recall reading a review on Yelp where it was stated that the manager of a particular business took the opposite approach. I don't recall which business this is though.
Aaron Longnion 11:57 AM on July 12, 2011
Nice post, and I agree with your points. In fact, I posted a real-world example of dealing with a very negative person on Twitter a while back:
http://solowebstartup.com/handling-negative-feedback-on-twitter
40deuce 1:36 PM on July 12, 2011
All are great points, but I'm especially happy with #6. The thing about social media is that it gives everybody a voice, but some people use their voice to accomplish things and other use it just to use it. I've seen a lot of people who use social media just to vent and it's important to recognize the difference between the two. Not all negative things said about your brand require a response because sometimes people are just saying something just to get something off their chest. It can look great if you respond to some of those, but you don't always need to.
Choosing your battles is a wise piece of advice.
Cheers,
Sheldon, community manager for Sysomos
Hac Himel 1:33 AM on July 13, 2011
Great post, brilliant tips.
Nancy Scott 3:29 PM on July 13, 2011
Right about now, I wish my name wasn't Nancy. :-)
Thomas Boeglund 3:29 AM on July 14, 2011
Very nice post...!
We have always used a similar set of guidelines internally in www.Trustpilot.com, to deal with companies, who are angry about their first time with negative Nancy. Most company owners can agree with this, but others just curse us (reviewsite) away... :-)
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