Most small businesses and non-profits have a number of fears when it comes to social media. The potential price tag, not being able to create enough content, and a lack of followers can cause even the most determined leader to break out in a cold sweat. Yet, what really keeps folks awake, the nightmare that haunts their dreams of social media success is what happened to McDonald's earlier this month.
In case you missed it the fast-food giant started a Twitter campaign that was supposed to generate positive stories about McDonald's. Instead, hundreds of negative complaints came pouring in and within a few hours McDonald's had to shut the whole campaign down. Given it's size and reputation no one was really shocked to discover that McDonald's had dissatisfied customers. The tone of the comments, and the speed at which they came, did catch people by surprise.
It is a simple fact of life that no one is perfect. We all make mistakes and disappoint even our most loyal supporters (just ask your dog if you don't believe me). In an ideal world when a customer or donor is unhappy they would speak to us directly, person to person, so we could work through the problem. Sadly, ours is not an ideal world. Many times people just walk away when their expectations are not met. We never know what we did wrong, though their friends and neighbors might hear all about it.
Which is why you might want negatives comments by customers and supporters posted on your social media platforms. First, by posting their complaints people are, in most cases, still open to engaging in a relationship with you. Again, coming to you in person would have been best, but not everybody is comfortable with situations that seem confrontational. By posting they are letting you know there is a problem and possibly giving you the chance to make things right. Yes, all of your followers now know someone is unhappy, but you are aware as well.
Negative comments also give you the opportunity to demonstrate to your social media community that you are open to feedback and willing and able to address problems. Each situation is different but as much as possible let your community see you in action. If mistakes were made acknowledge them. If there is a way to make things right offer it up. Be polite, professional and timely in your response. How you handle the situation will define you more than the original complaint.
And use this as a opportunity to engage your social media community. Invite your followers to share ideas of how to make your product or program more effective. By involving them in the process you might discover a better solution to the problem and help create new opportunities for your clients and volunteers to become invested in your business or non-profit.
No one wants negative comments but don't be afraid of them. They don't have to be your worst social media nightmare. On the contrary, if you handle them properly negative comments can help strengthen your reputation with your social media community.
Questions? Need some more ideas about how to deal with complaints on your social media platforms? Visit me at www.rubateconsutling.com or e-mail me at roger@rubateconsulting.com.
©2012 Roger Burns-Watson, All Rights Reserved
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