This is the presentation from our latest webinar, "How to Avoid Becoming Social Media Roadkill: Top 5 Ways to Combat Negative Word of Mouth" featuring Travis Murdock, VP of Edelman. Please feel free to contact us to discuss how Zuberance technology can help your company turn social media into sales. In the Social Media Age, where a handful of bad Tweets can taint your brand, no company is immune from online brand critics.
In this Social Media webinar we addressed:
- How to defend yourself from online brand critics
- How to leverage your Brand Advocates to combat negative Word of Mouth
- When to fight back, and when to sashay away
There were some great questions asked by the audience. Here are a few of them that were discussed:
1) Who should respond to negative word of mouth?
Not CEOs- Take Whole Foods for example: Whole Foods CEO, John Mackey, was caught posting positive comments about his company and negative comments about his competitors under a pseudo name. Instead, let your advocates respond. They are authentic, trusted customers who willingly spread positive word of mouth to combat complaints.
2) How do you address a customer who is outraged? Do you handle it on Facebook or do you take it offline?
First, companies need to understand how common and widespread the complaint is to determine whether to respond to an individual. For broad complaints, companies should address the issue publicly, and also at a personal level when possible. If the complaint is regarding an issue specific to a customer’s personal product or account, companies can resolve it privately to make sure a customer’s personal needs are met. It is also important to determine if the same person is complaining under multiple screen names. Jack Neff, from Adage, suggests correlating online complaints with call center volume to clarify the scope of the complaint.
3) What if the negative reviews are coming from closed system like Apple’s app store?
Companies can energize their advocates so that the positive reviews are highlighted rather than the negative reviews. Brands should also look to other places online where prospects are reading content, seeing reviews, and having conversations that are influencing purchase decisions, and energize advocates to post positive comments in these places. It is useful to establish an ambassador inside the company for each social media channel to learn the culture, build relationships, and contribute to the community. If a widespread complaint surfaces, companies can look to these ambassadors to help diffuse the issue because they are already respected by their followers within the specific social media channel.