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The Unforgiving Side of Social Media

Jason Freeman | 01 Jun, 2018 | Return|

social-media-articleSocial media can be both a blessing and a curse for many organisations – a fact made only more apparent in a recent BBC article, highlighting that online platforms such as Twitter and Facebook have made customers more demanding, and less forgiving, than ever.

Our own Marketing Director shared his thoughts, “Somehow Twitter has become the go-to platform for complaints, because consumers know it will get them a direct and instant response. This is why learning how to deal with it is vital for any organisation”

The vast online reach these complaints and queries have on social media means that finding the best way to deal with such events quickly and concisely is crucial for any business using these platforms.

We’ve managed to convince our Marketing Director to share their thoughts on how your company should be dealing with negative twitter trolls and online complaints.

  1. Be positive and open

When it comes to cultivating an engaged audience and dealing with customer communications through social media, it’s important that your company appears to be positive and open to change and growth.

Wayne Guthrie, co-founder of the Fearlessly Frank digital consultancy, believes that social media “should be used to make a customer feel like an organisation is really doing something on their behalf". This means listening to your users, staying true to your company’s identity and beliefs, and drawing the line between understanding and caving into online pressures.

  1. Address the Problem

It’s okay to admit that your company has experienced a problem. The best thing to do in this situation is thank the person for bringing it to your attention, and assure the public you are looking into ways in which it can be fixed. Staying transparent is important when addressing such issues, and can rebuild some of the trust that could have been momentarily taken away.

  1. Create solutions, not just apologies

Don’t be defensive and don’t ignore the problem. These are two big ones when it comes to online relations.  This doesn’t mean lose your identity or tone of voice as a company, but it does mean that you have to think before you act. Research the problem, talk to the right people within the company, and offer a solution, as opposed to just an apology. By doing this, you can easily defuse a situation, without it spiralling out of control online.

  1. Keep your tone of voice

Maintaining your tone of voice throughout all online and social media channels is the best way to build trust between your organisation and its online users. Having inconsistencies between platforms, posts and opinions on social media can give your audience a reason to distrust and disengage with your brand. Whatever your tone of voice is, make sure you keep this throughout all interactions and communications online.

We recently wrote an article looking at the “do’s and don’ts” of social media, which highlights other important areas that should be optimised when it comes to interacting online. The negativity surrounding social media over the last few months has come thick and fast, from data protection to twitter trolls, and having someone to mediate the situation is vital. At BBI Brandboost, we offer a range of services, including social media management, so that your company can create and maintain positive online relations.

About the Author

Jason Freeman

Jason Freeman

As a hands-on company director, Jason inspires our team with his visionary approach to marketing coupled with his impressive technical expertise. A stickler for detail with an eye for design and a talent for writing, Jason is as adept at creating eye-catching marketing material as he is at planning the strategies behind goal-surpassing marketing campaigns.

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