One of the most common objections I’ve heard from execs about getting into the social media space or starting a blog is the negative comments. They often want to completely disable blog comments or some other drastic measure to avoid an incensed customer (or devious competitor) ranting and raving about how terrible their experience was. This is a misunderstanding of the purpose of social media.
(Aside: Why are so worried about extremely upset customers? You should already be taking care of that.)
It’s likely your customers are already saying something about you online. They may be raving fans, they may be ranting critics, they may be asking for help. It doesn’t matter. If you’re not there to respond with thanks, resolve the issue, or solve the problem, I promise you someone else will.
For example, several days ago I tweeted about how much I liked Google’s photo editing program Picasa, saying it was a good alternative to Photoshop for basic tasks. Within minutes I had three replies—two from people who weren’t even following me—offering suggestions of other programs I should try out: Pixlr, Gimp, and Aviary Phoenix editor. Google didn’t know I’d praised their product, Adobe presumably didn’t notice they’d taken a dig, and thanks to the recommendations I now use a different photo program.
On the other hand, if you are available people will usually call on you for help before ranting. I’ve seen many a tweet that said something like ‘Was about to trash Comcast, but contacted them on Twitter and got issue resolved! Thanks, Comcast!’
The other half of being available is being aware. If you’ve never done so, you should immediately go search Twitter for your company name. If you’re prepared to get involved (ie, have a Twitter account), you should also search industry terms and competitors’ names, offering helpful information or links to solve issues people are having.
I’ve also seen Twitterstreams where the person ranted something about Comcast (a technician not showing up, a price hike, poor service) and a Comcast representative responded within a few minutes. Later that person tweeted—usually more than once—about how great it was that their issue had been resolved. I’ve also seen those same people recommend Comcast’s representatives on Twitter to others who have issues. That’s what social media marketing is all about.
This exchange happened on Twitter this morning—a great example of how the customers who know you are actually listening are much more likely to offer good feedback:
sonnygill: @HomeDepot You have some super personable & helpful ppl over at the Virginia Beach location off VA Beach Blvd. Nice experience this morning.
HomeDepot: @sonnygill Great – I’ll pass that along to our friends in VA Beach. Is it feeling like spring there yet?
sonnygill: @HomeDepot Awesome, thanks! It’s getting close – usually its pretty warm by now but still hovering 50s. Patiently waiting 🙂
Sonny couldn’t spend ten or fifteen extra minutes in the store tracking down a manager to praise the employees. He did, however, have a good enough experience to want to give praise; so knowing Home Depot was active on Twitter, he chose to tweet about it. Sonny Gill has more than 2,500 followers on Twitter who now know about his positive experience at Home Depot this morning.
It’s also important to note Home Depot’s response. Firstly, she acknowledged his comment immediately. Second, she told him she was taking action on his communication—she didn’t just say Thank you; she told him she was going to pass it directly along to the store he praised (his goal). She also continued the customer service and social part of social media by asking him about spring, and he responded.
These are the kind of interactions you’re not having if you’re not on Twitter!
As this concept regards blog comments, the same principles apply. If your site has an easy way to reach you (commenting on a blog instead of filling out a contact form, sending an email, making a phone call), you’re much more likely to increase your positive feedback. If and when comments are negative you can respond quickly to resolve their issues. People will take notice of this and probably give you the benefit of the doubt the next time they consider ranting.
If you’re not interacting, you’re losing ground every day to your competitors who are!