Social Media Moderation: Maintaining a Positive Brand Image
In today’s social media community, negative comments and messages are an unavoidable part of any brand’s online presence. Social media moderation and knowing how to deal with negativity online is essential to a successful CX strategy.
Some brands take the approach of ignoring negative comments altogether, which can result in a snowball of complaints, creating an unsafe and unhappy environment for all users. I think we can all agree that’s not an ideal scenario. But what’s the most optimal way to deal with criticism head-on?
As with many aspects of a great CX strategy, there’s no one size fits all solution. Each brand must assess its presence online, identify what works best for their customers and adjust their approach accordingly.
Here are some tips on ways your brand can take a proactive approach to online content moderation:
Develop a negativity playbook
In order to be consistent in your responses to online negativity, create a guide that clearly defines your process. Determine how your team should be interacting with comments, especially the negative ones, and develop the tone you believe would be most appropriate for your customer segments.
Don’t ignore negative comments
It’s important not to ignore (or worse, delete) negative comments, no matter how tempting it is. Consumers on social media place a lot of trust in other social media users’ interactions and reviews of a brand. The way you handle a negative comment not only affects the person who left the comment, but also everyone else who reads it. You want to be genuine and transparent in the way you handle negativity, and you can’t do that by just deleting comments.
Make it personal
When you receive a negative comment or complaint, what kind of language do you use to address it? Your tone may be different based on your audience segments, but one important thing to remember is to ensure the interaction is personalized and sounds human, not robotic. According to a report by PwC, 71% of Americans prefer interacting with a real person rather than an automated process, and around two thirds of consumers feel that brands have lost touch with the human element of CX.
Automation is super important, but it should be regarded as a supplement to human interaction, not a replacement. Find the language your audience identifies with the most, and use that to personalize their experience in a way that feels authentic and human.
Use it to your advantage
There’s a reason – whether justified or not – why someone went out of their way to leave a bad comment on your social profile for everyone to see. Take a look and see, is there an actual problem they faced that could’ve been avoided? Is there anything you can do to improve the user experience so it doesn’t happen again? And of course, is there a way for you to help out that customer to change their experience to a positive one?
You won’t be able to satisfy everyone 100% of the time, but if you address the concerns of a negative comment you’re not only improving that customer’s experience and gaining useful insight, you’re also getting great publicity in front of all other users by showing sincerity in your response.